Warner Bros. Discovery expands Max to Japan through U-Next partnership
A new era for streaming in Japan
Warner Bros. Discovery is set to introduce its enhanced streaming service, Max, to the Asia-Pacific region, starting with Japan next week. This launch is in collaboration with Japan’s leading streaming platform, U-Next.
Enhanced content and technology
Similar to its rollout in Europe and other regions, Max promises a broader array of content for Japanese viewers compared to its predecessor, HBO. However, the full-featured Max app, which boasts advanced functionalities, will not be available in Japan just yet.
Starting next Wednesday, Max will be integrated into U-Next as a branded environment with its own user interface. This integration will offer over 16,000 episodes from more than 2,500 titles, including popular franchises and brands like HBO, Harry Potter, the DC universe, Warner Bros., Cartoon Network, Discovery Channel, and Animal Planet.
A strategic partnership
This collaboration also involves Warner Bros. Discovery acquiring Japanese content alongside U-Next for global distribution on Max. This partnership builds on a distribution agreement U-Next signed with Warner Media in March 2021, which was renewed in 2023.
James Gibbons, WBD president for APAC, emphasized the significance of this partnership: “Japan is one of the region’s leading streaming territories, and as its fastest-growing domestic OTT platform, U-Next is a fiercely local player that deeply understands the market. Max on U-Next is an evolution of our partnership, helping us to reach Japanese consumers faster and more effectively, as well as creating opportunities for homegrown storytelling to be shared with global audiences.”
Tsutsumi Tenshin, CEO of U-Next, echoed this sentiment: “We are thrilled to have entered into an exclusive partnership agreement with Warner Bros. Discovery to launch Max exclusively on U-Next. We also see this as a major opportunity to expand the reach of some of the best Japanese IP to millions of subscribers globally via the Max platform.”
What to expect on Max
Max on U-Next will feature a variety of programming, including HBO and Max Originals that will premiere simultaneously with their U.S. debuts. Some of the highly anticipated series include new episodes of The Penguin, Dune: Prophecy, and new seasons of The Last of Us, House of the Dragon, and The White Lotus.
The Harry Potter franchise, immensely popular in Japan, will be available for unlimited streaming in 4K/HDR quality. Other 4K/HDR content will follow, enhancing the viewing experience for fans.
Exclusive premieres and beloved classics
Hollywood movies and Max Original films will premiere exclusively on the platform, including titles like Salem’s Lot and Juror No. 2. Additionally, beloved shows from Warner Bros. Television, such as The Big Bang Theory and Friends, will be available.
The platform will also offer an expanded selection of premium factual entertainment and kids programming, including popular shows like Deadliest Catch, Gold Rush, and Tom and Jerry.
A promising future for streaming
This partnership marks a significant step in the evolution of streaming services in Japan. By combining Warner Bros. Discovery’s extensive content library with U-Next’s deep understanding of the local market, Max is poised to become a major player in the Japanese streaming landscape. This collaboration not only enhances the viewing experience for Japanese audiences but also opens up new opportunities for Japanese content to reach a global audience.
As Max continues to roll out across the Asia-Pacific region, it will employ various locally relevant strategies to cater to diverse markets. This approach ensures that Max remains a dynamic and adaptable platform, capable of meeting the unique needs and preferences of viewers in different regions.
For cinema, TV series, and music enthusiasts, this development is a thrilling opportunity to explore a vast array of content, from blockbuster movies and critically acclaimed series to beloved classics and exclusive premieres. The integration of Max into U-Next promises to deliver an unparalleled streaming experience, making it a must-have service for entertainment lovers in Japan and beyond.