October 5, 2021
WarnerMedia Oct. 5 disclosed new details on the expansion of branded streaming platform HBO Max. The SVOD service, which aims to be available in 190 countries by 2026, will expand European service to 27 countries, including Turkey, Greece, Estonia, Iceland, Latvia, Lithuania and Holland in 2022.
Other Eastern European countries previously announced getting Max in 2022 include Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Hungary, Moldova, Montenegro, North Macedonia, Poland, Portugal, Romania, Serbia, Slovakia and Slovenia.
In a further departure from its controversial 2021 domestic Warner Bros. Pictures’ theatrical release strategy that included simultaneous availability on Max, all 2022 box office releases in Europe will have a 45-day exclusive window, mirroring the policy for Asia as well. The window is currently in effect in Scandinavia.
“We have been entertaining fans in Europe since our first HBO TV channel launched in Hungary back in 1991 and have been streaming on the continent for more than a decade with our HBO branded streaming services,” Christina Sulebakk, GM of HBO Max EMEA, said in a statement. “HBO Max represents the arrival of a new service that will take this to another level, offering an enhanced viewing experience and a much broader content line-up of the best entertainment for all the family at a very attractive price point.”
Indeed, Max subscribers in Scandinavia and Spain will see their previous HBO monthly subscription price drop from $14.99 to around $10.