Warner Bros. Discovery’s Max streaming service expands to new markets

Max streaming service set to launch in Australia, New Zealand, and Asia

Warner Bros. Discovery is gearing up for a significant expansion of its Max streaming service. The company has announced plans to roll out Max in Australia, New Zealand, and several key Asian markets. This move marks a strategic effort to broaden its global footprint and cater to a diverse audience.

Launch timeline and regional specifics

James Gibbons, President of APAC for Warner Bros. Discovery, shared insights on the launch timeline during the APOS media, telecoms, and entertainment industry conference in Bali, Indonesia. According to Gibbons, Max will be available to consumers in Australia and New Zealand by the first half of 2025. Meanwhile, Southeast Asia, Hong Kong, and Taiwan can expect the service by the end of 2024.

While Gibbons did not provide exact dates for each territory, he assured that the rollout in Southeast Asia, Hong Kong, and Taiwan would occur in the “coming weeks and months.” This phased approach aims to ensure a smooth transition and optimal user experience.

Max’s debut in Japan through U-Next partnership

Max has already made its debut in Japan, thanks to a collaboration with local partner U-Next. This partnership allows Max to be integrated into the U-Next platform at no additional cost to consumers. The deal is mutually beneficial, with U-Next gaining access to Max’s content and Max incorporating some of U-Next’s Japanese content, including popular anime series, into its global platform.

Gibbons emphasized the importance of this partnership, stating that it represents a “two-way street” where both parties benefit from shared content. This strategy not only enhances Max’s content library but also introduces Japanese anime to a broader international audience.

Investment in local production and anime

Warner Bros. Discovery is committed to investing in local production in Japan, particularly in the anime sector. Following the success of anime adaptations of DC properties, such as the recent Suicide Squad Isekai series, the company plans to increase its spending on anime production. Gibbons highlighted that Japanese content would be created with Max in mind as the primary streaming platform, but it would also be available to other players under the studio model.

This investment underscores Warner Bros. Discovery’s dedication to delivering high-quality, locally-produced content that resonates with both domestic and international audiences.

Strategic approach to global rollout

Despite launching in the U.S. in May 2020, Max, formerly known as HBO Max, has experienced a gradual global rollout. This slow expansion is primarily due to local market licensing and partnerships for HBO content, particularly in Asia and Australia. Gibbons explained that Warner Bros. Discovery has adopted a “flexible and diverse” strategy for Max’s launch plans.

“Our goal is to reach the fan base and find a route to market for the fan base,” Gibbons stated. He emphasized that the company is open to working with local partners where it makes sense, as demonstrated by the successful collaboration with U-Next in Japan.

The future of Max in the global market

As Warner Bros. Discovery continues to expand Max’s reach, the company remains focused on delivering a rich and diverse content library that appeals to a global audience. By leveraging strategic partnerships and investing in local production, Max aims to become a leading streaming service in the competitive global market.

For more information on the latest movies and TV shows available on Max, visit Max Streaming Service.

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