Warner Bros. Discovery (WBD) is pushing forward with its global expansion plans by bringing HBO Max to 12 new countries this July. The move will bring the total number of HBO Max markets to around 90, putting the company closer to its goal of being available in 100 countries worldwide.
The new territories include both European and Asian nations:
- Estonia
- Latvia
- Lithuania
- Albania
- Armenia
- Cyprus
- Georgia
- Iceland
- Kazakhstan
- Kyrgyzstan
- Malta
- Tajikistan
This announcement comes shortly after WBD revealed plans to split its business into two divisions next year: one focusing on studios and streaming, and the other on global television networks.
Earlier this year, HBO Max also launched in Australia and Turkey, where BluTV, acquired by WBD in late 2023, transitioned into a broader platform under the Max brand. Additional launches are planned for 2025 and 2026, WBD said in a statement.
As of the end of Q1 2025, HBO Max had 122.3 million subscribers, up 5.3 million from the previous quarter. This growth is being fueled by international markets—especially Europe, which has become the fastest-growing region for HBO Max outside the U.S.
“Our continued global expansion of HBO Max is helping fuel the great momentum we continue to see for the service,” said JB Perrette, CEO and president of Global Streaming & Games at Warner Bros. Discovery. “These 12 countries will be followed by a few additional markets later this year, and launches in Germany, Italy and the U.K. early next year.”
He added, “Each new market further positions HBO Max as a worldwide destination for the best in entertainment.”
In the new countries, HBO Max will offer a wide selection of content from:
- HBO
- Warner Bros. Pictures
- DC Studios
- Max Originals
Some popular shows and films on the platform include:
- The Last of Us
- The White Lotus
- Peacemaker
- 90 Day Fiancé
- Gold Rush
- Friends
- The Big Bang Theory
- Dune: Prophecy
- A Minecraft Movie
- Harry Potter series
- IT: Welcome to Derry (upcoming)
- Task (upcoming)
In select countries, sports content will also be included, featuring Grand Slam tennis tournaments, cycling’s Grand Tours, and major winter sports events. The sports rights vary by country.
HBO Max will launch with two pricing tiers:
- Standard Plan:
- Stream on two devices at once
- Full HD resolution
- Up to 30 offline downloads
- Stream on two devices at once
- Premium Plan:
- Stream on four devices at once
- 4K UHD and Dolby Atmos (if available)
- Up to 100 offline downloads
- Stream on four devices at once
Europe has become a key market for HBO Max, with more than 2.5 billion hours streamed across the continent since launch. The time users spend watching shows and movies on the platform has also increased steadily on both a weekly and monthly basis.
Sports content on Max and Discovery+ in the broader EMEA (Europe, Middle East, and Africa) region has seen a 14% increase in viewing hours year-over-year. Notably, the Australian Open was the most-watched sporting event in EMEA since the 2024 Paris Olympics.
Among the most popular series in Europe are:
- House of the Dragon
- The Penguin
- The Last of Us
- The White Lotus (considered the “most acquisitive title” in the region)
Top films include:
- Harry Potter and The Philosopher’s Stone
- Dune: Part Two
- Furiosa: A Mad Max Saga
- Godzilla x Kong: The New Empire
Beyond global hits, local original productions (LOPs) have also seen success. According to WBD, 70% of EMEA subscribers have watched at least one LOP. These account for over 15% of first views in the region.
Poland leads in this category, with four out of the top five most-streamed LOPs:
- The Eastern Gate
- The Thaw
- When No One Sees Us (from Spain)
- X-rated Queen
- A Decent Man