WBD sets the date: Max streaming platform to launch next month
Warner Bros Discovery will launch its streaming service Max into the crowded Australian market next month, signalling the end of premium HBO content on Binge.
The streamer will launch on Monday, March 31 with a hefty catalogue featuring programming from HBO, Warner Bros, the DC Universe, Harry Potter, Discovery, and Cartoon Network.
Foxtel’s 1.4 million residential subscribers, who currently have access to WBD content, will gain free access to Max. Binge users will not. The Max app will be available on Hubbl, although users will be required to subscribe.
The streamer will launch with premium, standard, and ad-supported tiers, with pricing yet to be confirmed.
Max’s entry into the Australian market has been expected for years — Foxtel Group’s CEO Patrick Delany flagged the possibility as early as October, 2022 — and is likely to shake up the already competitive streaming market in Australia.
According to data from JustWatch — who analysed subscription stacks among 2.3 million Australian users during the fourth quarter of 2024 — Netflix still rules local streaming, with 26% of the market. Amazon’s Prime Video and Disney+ are both making firm strides, with 22% and 17% of the Australian market, respectively.
Add Binge and Foxtel Now’s collective 14% of market share, and Paramount+ and Stan who command 8% of the market, each, and Warner Bros Discovery is entering a battlefield. Luckily, Max already boasts an impressive arsenal.
Already promised at launch are HBO Originals and Max Originals — such as The Last of Us, Sex and the City spinoff And Just Like That, House of the Dragon, Euphoria, and the forthcoming Game of Thrones series, A Knight of the Seven Kingdoms — plus perennials like Friends, Lord of the Rings, The Big Bang Theory, and Rick and Morty.
JB Perrette, CEO and president of global streaming and games at WBD said “the globalisation of Max is a top priority, and Australia represents one of our biggest new markets and a significant opportunity.”
WBD’s local general manager, Michael Brooks, said the company has “a clear strategy to maximise reach through our direct-to-consumer app and distribution partnerships, and our collaboration with Foxtel at launch is a testament to that.”
Despite touting the collaboration, this launch undermines Foxtel’s content from the Warner Bros Discovery stable.
Foxtel announced a new “multi-year deal” with the studio in early 2023, part of which was exclusive rights to HBO content in Australia.
Clearly, the exclusively portion of this contract has run its course; at the time the deal was announced, Delany stressed that the partnership has “optionality at its core”, saying “a unique business model like ours that covers multiple platforms and brands, means we can partner for the long term.”
Just how long term, remains to be seen.
Foxtel first inked an exclusively deal for HBO content in 2020, and has held various content deal with Warner Bros. Discovery for over 20 years.
At the time of the 2023 extension, Foxtel Group’s then- chief content and commercial officer, Amanda Laing, said “the uniqueness of our business model at Foxtel Group, with multiple platforms with which to distribute and monetise content means we can unlock mutual benefits for both companies and grow together.”
Foxtel announced “an evolved partnership for 2025 and beyond” between itself and WBD on Wednesday morning, but the length of the deal remains unclear. The group is calling Foxtel and Hubbl “launch partners” for Max in Australia.
Foxtel Retail and Hubbl’s CEO, Hilary Perchard reiterated Delany’s 2023 messaging in a statement to media, saying “optionality is central to our long-standing partnership”, saying the company has “been able to innovate and evolve our partnership with Warner Bros. Discovery in a unique model that enables mutual growth.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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I am pro anything that hurts Murdoch, but I really don’t get the business sense behind this decision. It is proven that streamers aren’t making money for any studio, you already have Foxtel paying WBD a decent amount to license and stream the content without needing to do anything. So rather than take that pay and not have to lift a finger, WBD decide to spend millions on a marketing campaign and whatever else is needed to launch a product in a new market. I don’t see how they stand to make more than what Foxtel was already paying them? Either way I will cancel my Binge when this happens as I only watch HBO content on there.
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All those years of everyone bashing Foxtel. It was great.
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It’s the beginning of the death spiral. Everyone saw Disney do it so they’re all running off with their separate slices of the pizza and slugging customers with pay per slice.
There’s not enough room in the wallet for umpteen streaming services, many of which only have one or two tentpoles propping them up. We already scaled them back and essentially turn one on and one off. Seems a lot of people do the same.
Looking forward to 2027 when all these services start to consolidate again.
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terrific – cant believe we have more streaming services than supermarket chains
can’t I just pay $80 a month to have everything (legally) in the one place, one bill etc.. cmon nerds, work it out – this is getting more layers than nannas trifle
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