November 18, 2021
HBO Max only began rolling out its subscription streaming video platform in Europe in September, with additional markets in Sweden, Denmark, Norway, Finland, Spain and Andorra launched last month. The venerable brand is apparently resonating with European consumers.
Speaking Nov. 18 at the Morgan Stanley European Technology, Media & Telecom Conference in Dallas, AT&T CFO Pascal Desroches said Max has generated so much interest that it now rates highly in a SVOD market that includes Netflix, Disney+ and Amazon Prime Video, among others. Desroches said that trends are in line with AT&T’s expectations.
“In fact, while it is still early, the initial data suggests that in most international markets Max is rising to become a top two direct-to-consumer provider in terms of subscribers and revenue,” Desroches said.
Given this, the executive said he feels good about Max’s global positioning and remains confident in its longer-term global expansion. AT&T now expects HBO and HBO Max to track between 120 million and 150 million subscribers worldwide by the end of 2025.
Strong numbers as AT&T attempts to finalize a minority ownership/majority control asset sale to WarnerMedia to Discovery Inc. Desroches said he continues to expect the transaction to close by mid-2022.