Observed Signal · Oct 9, 2025 · Partnership · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
WBD Appoints Sky Media as UK Ad Sales Partner
Warner Bros. Discovery (WBD) has named Sky Media its exclusive advertising-sales partner for the UK and Ireland under a multi-year agreement beginning in 2026. The deal consolidates WBD’s linear channels (more than 20 channels including Discovery and TNT Sports) and streaming properties (discovery+ and the upcoming HBO Max) into a single ad-sales ecosystem managed by Sky. WBD will retain an in-house team for bespoke brand partnerships and control of ad sales for its digital content on platforms like YouTube and social media. WBD Group SVP Mike Rich described the move as an opportunity to simplify and streamline access ahead of the HBO Max launch. The arrangement gives Sky Media control of significant premium inventory, including key sports rights such as the Premier League and the Olympic Games.
Consolidates a large broadcaster's linear and streaming ad inventory under a single sales house ahead of a major streamer launch (HBO Max UK), simplifying buying for advertisers and increasing Sky Media's market power in UK ad sales.
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Key Takeaways & Evidence Grounding
- Warner Bros. Discovery appointed Sky Media as its exclusive ad sales partner for the UK and Ireland.
- The multi-year agreement begins in 2026.
- The deal bundles WBD’s linear channels (over 20 channels) and streaming services including discovery+ and the upcoming HBO Max under Sky Media’s ad-sales management.
- WBD will retain an in-house team to manage bespoke brand partnerships and control ad sales for its digital content on YouTube and social platforms.
- Sky Media gains control of ad sales for WBD inventory that includes premium sports rights such as the Premier League and the Olympic Games.
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WBD Pushes Global Streaming Bundles After HBO Max Rollout
Warner Bros. Discovery (WBD) outlined global expansion and bundling strategies during its Q1 earnings call following the international rollout of HBO Max and shareholders' approval of a sale to Paramount Skydance. CEO David Zaslav said combining HBO Max with Paramount’s streaming services will improve the consumer experience amid rising app choice, while streaming chief JB Perrette highlighted bundle partnerships (including Disney+/Hulu in the US, RTL+ in Germany and Viu in Southeast Asia) as drivers of higher lifetime value and lower churn. Executives also pointed to global scale benefits for WBD’s ads business and reselling US content on HBO Max internationally. Financially, WBD reported $8.9bn in Q1 revenue (down 3% ex-FX year-on-year), ad revenue down 8% YoY, and a $2.9bn loss largely reflecting a $2.8bn termination fee paid to Netflix.
WBD Leans on Streaming as Linear TV Declines
Warner Bros. Discovery (WBD) discussed its Q2 results and strategy during an earnings call, stressing confidence in a pending sale to Paramount Skydance while declining to elaborate on the merger amid antitrust challenges. WBD reported about $8.7 billion in Q2 revenue, citing softer ad sales and the decline of linear TV — including the loss of domestic NBA rights — for a 22% drop in overall ad revenue. Streaming was the bright spot: overall streaming revenue rose 9% year-over-year to over $3 billion, with roughly 40% of HBO Max subscribers on ad-supported plans (up 11% YOY) and streaming ad revenue up 8% YOY. WBD also reported a 73% increase in international ad revenue after HBO Max launches in new markets and emphasized growth levers including live sports, bundles and ad formats such as pause ads.
WBD Locks Canal+ Deal, Expands HBO Max in Europe
Warner Bros. Discovery (WBD) and French broadcaster Canal+ signed a new multi-year, multi-territory distribution agreement that brings HBO Max to Austria and Belgium and renews key channel and content windows across Central and Eastern Europe, France and Africa. The deal keeps a dozen WBD channels on Africa’s MultiChoice platform (which Canal+ acquired in 2025) and preserves an exclusive French pay-TV window for Warner Bros. films. The pact strengthens Canal+’s role as a major aggregator for premium streaming content ahead of Netflix’s pending acquisition of WBD and amid a reported hostile takeover bid from Paramount. HBO Max is scheduled for a broader European rollout on January 13 and WBD aims to reach at least 150 million global subscribers by the end of 2026.
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