Warner Bros. Discovery is gearing up to launch its streaming service, Max, in France next summer. This expansion into one of its key European markets comes as part of the broader rollout strategy across multiple European countries. Max is set to launch in 22 countries across the Nordics, Iberia, Spain, the Netherlands, and Central Eastern Europe in the spring.
The announcement was made by Gerhard Zeiler, President of International at Warner Bros. Discovery, and Leah Hooper, European Head of Streaming, during a keynote presentation at Mipcom Cannes.
One significant development for Max in Europe is its streaming of live sports in partnership with Eurosport. This partnership will provide access to Grand Slam tennis, cycling’s Grand Tours, as well as the live and on-demand coverage of the Olympic Games in Paris, which begin in July 2024. Additionally, Max will offer live simulcasts of local entertainment networks in certain countries.
In France, Warner Bros. Discovery already has an exclusive partnership with Amazon Prime Video, which began in March and was expected to run until at least the end of 2024. The partnership offers an “Warner Pass” bundle featuring HBO programs and a range of channels, including Warner TV, Eurosport, Discovery Channel, Cartoon Network, and CNN, available on Prime Video channels. While Warner Bros. Discovery intends to introduce Max as a standalone service in France, it may continue its partnership with Prime Video until the end of the year.
In the U.S., Max subscribers can access the service through Prime Video Channels for the next two years, and a similar plan might be implemented in France.
Warner Bros. Discovery has adapted its programming strategy in Europe as part of cost-saving measures. They have ceased producing scripted originals for HBO Max in several European regions but have identified France and Spain as key strategic markets. In France, Warner Bros. Discovery has commissioned its first original series, “The Mythomaniac of the Bataclan,” expected to premiere on Max in the fall. The company continues to produce unscripted content in various European countries.
Gerhard Zeiler emphasized the company’s mission as storytellers, with a broad foundation covering feature films, scripted and unscripted content, animation, sports, and news. He also noted that HBO Max is among the few streaming services showing signs of profitability in the first half of this year, a significant shift in the streaming landscape.
The expansion of Max into France is part of Warner Bros. Discovery’s broader international strategy, bringing more content to French viewers and strengthening its presence in a key European market. The live sports streaming and exclusive offerings will likely enhance the service’s appeal in the region.
