Observed Signal · Jan 17, 2026 · Partnership · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
HBO Max Expands into Europe via Amazon Partnership
Warner Bros. Discovery launched HBO Max in eight additional European markets on January 17, 2026, using a distribution partnership with Amazon Prime Video to offer HBO Max as an add-on channel to Prime subscribers. The rollout includes launches in Germany, Italy and Austria and is complemented by local distribution deals such as bundling with RTL+ in Germany and agreements with telecoms (e.g., Swisscom) and Israeli pay-TV operators Hot and Yes. HBO Max aims to attract subscribers with premium content (including the Game of Thrones prequel A Knight of the Seven Kingdoms) and a sports add-on featuring Eurosport coverage and the 2026 Milano Cortina Winter Olympics. The service’s ad-supported tier begins at just under €6/month, and the expansion is positioned to intensify competition with Netflix and Disney+ across European streaming markets.
Expands a major streaming service’s European footprint via distribution partnerships (Amazon Prime Video, local bundles and telecom deals), affecting CTV/OTT competition, ad-supported pricing dynamics, and distribution strategies used by publishers and advertisers.
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Key Takeaways & Evidence Grounding
- Warner Bros. Discovery launched HBO Max in eight new European countries.
- HBO Max is being offered as an add-on channel for Amazon Prime Video subscribers in several markets, including Germany, Italy and Austria.
- WBD is also bundling HBO Max with local partners such as RTL+ in Germany and striking distribution deals with telecoms like Swisscom and Israeli providers Hot and Yes.
- HBO Max plans to promote premium content (e.g., A Knight of the Seven Kingdoms) and a sports add-on including Eurosport coverage and the 2026 Winter Olympics.
- An ad-supported tier for HBO Max is priced just under €6 per month; WBD cites about 128 million global subscribers as a growth baseline.
Connected Companies & Entities
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Recent verified developments and strategic activity across this market segment.
HBO Max Launches in Key European Markets 2026
Warner Bros. Discovery has launched HBO Max in eight additional European countries, using a distribution deal with Amazon Prime Video that makes the service available as an add-on channel for Prime subscribers to accelerate rollout. The expansion includes Germany, Italy and Austria and follows similar partner-led launches in markets such as France and Spain. WBD is also bundling HBO Max with local platforms (RTL+ in Germany), striking carriage deals with telecom operators (e.g., Swisscom) and placing the service on Israeli operators Hot and Yes. The offering includes an ad-supported tier priced just under €6/month, a slate of local originals (including Italian originals) and an optional sports add-on that will carry Milano Cortina 2026 Winter Olympics and Eurosport coverage. The move intensifies competition with Netflix and Disney+ and increases CTV/streaming ad inventory in Europe.
WBD Launches HBO Max UK with Live Sports
Warner Bros. Discovery will launch the HBO Max streaming service in the UK and Ireland on March 26, 2026, ending its long-standing licensing arrangement with Sky. The service will consolidate WBD’s content library and incorporate live sports from TNT Sports — including Premier League matches and UFC events — alongside flagship series such as House of the Dragon. HBO Max will debut an ad-supported entry plan priced at £4.99 per month. The move represents a strategic shift to a direct-to-consumer model combining entertainment and live sports to capture market share through competitive pricing and bundled premium content.
HBO Max now bookable via Deutsche Telekom MagentaTV
Deutsche Telekom now offers HBO Max as an add-on to its MagentaTV platform. Customers can choose from six subscription options, ranging from one month to twelve months, with a price advantage for the annual plan. The launch coincides with the release of the German original production '4 Blocks Zero' on HBO Max. Telekom's TV chief Arnim Butzen highlighted the addition of a major streaming service to MagentaTV's lineup, while Matthias Heinze, SVP Commercial at Warner Bros. Discovery GSA, emphasized the partnership's goal to make premium streaming more accessible. HBO Max has been available in Germany since the beginning of the year and combines content from HBO, Warner Bros., DC Universe, and Discovery.
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