Streaming service Max has launched in Australia, as the platform continues its rapid international expansion.
Max and HBO original series available on the platform include The White Lotus, House of the Dragon, and Succession. Max includes ad-supported, standard, and high-quality video subscription tiers, with a limited-time discount available on all plans following its launch.
“The launch of Max in Australia continues our exciting global expansion,” said JB Perrette, CEO of Max’s parent company Warner Bros. Discovery.
“While the Max brand may be new to Australians, the programming engines at the heart of it — including HBO, Discovery, Warner Bros., Harry Potter, the DC universe — are already loved by audiences here. Now for the first time, these brands come together alongside additional premium content from [Warner Bros. Discovery]’s portfolio, to offer a distinct streaming proposition for local fans.”
Actors from Max programmes The Last of Us and The White Lotus appeared at a red carpet event in Sydney to mark both the release of The Last of Us’ second season and Max’s launch.
Max has been quickly expanding internationally. While the platform was only available in the United States at the start of 2024, it had launched in 74 markets by the end of the year, adding countries like Mexico, Indonesia, and Spain.
Max will next launch in Turkey in April, followed by a release in European nations like the United Kingdom, Germany, and Italy on 1 May. The number of international subscribers to all Warner Bros. Discovery services totalled 59.8 million in 2024’s fourth quarter.
Australian service Binge was previously the exclusive host of HBO’s original series in Australia, though its deal with Warner Bros. Discovery is set to expire this year. These programmes will now only be shown on Max.
Average monthly spending on streaming service subscriptions has been rising in Australia as platforms increase their prices, reaching $50 in 2024’s Q4. The average number of streaming services subscribed to also rose from 3.0 to 3.2 in 2024, however, according to a report by Worldpanel.
Warner Bros. Discovery’s (NASDAQ: WBD) share price closed at US$10.37, down from its previous close at $11.01. Its market capitalisation is $25.46 billion.
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