Max, the flagship streaming platform from Warner Bros. Discovery (WBD), is extending its Basic with Ads subscription plan to three new European territories: Spain, Portugal, and Andorra. Starting April 8th, subscribers in these regions will be able to access Max’s acclaimed content library including HBO Originals and local productions at a more affordable price point.
This expansion brings the total number of European markets with Max’s ad-supported tier to 14, reflecting a larger push by WBD to diversify monetization models and appeal to price-sensitive subscribers. The monthly cost for the Basic with Ads plan will be €6.99 in Spain and Andorra, and €5.99 in Portugal, making it one of the most competitively priced premium streaming services in the region.
The ad-supported Max plan will also be made available through Amazon Channels in Spain and Andorra, following successful rollouts in France, Sweden, and the Netherlands. This strategic distribution move aims to improve accessibility and integrate Max more seamlessly into household streaming habits via popular third-party platforms.
Luca Nicoli, VP of Digital Ad-supported Services, EMEA at Warner Bros. Discovery, said, “Expanding our advertising supported tier availability to Spain, Portugal, and Andorra gives brands a unique opportunity to partner with our premier streaming service via high-impact ad products surrounding HBO and Max Original series. Applying our years of experience as an advertising partner across TV networks and Discovery+, in key markets including the UK, Italy, Germany, and Nordics, brands benefit from our commercial break patterns designed to seamlessly integrate into the content viewing experience.”
WBD is leveraging its deep experience in both linear television and streaming advertising to ensure that the ad-supported user experience remains non-disruptive. The design of the ad placements on Max reflects years of optimization from Discovery+ and WBD’s broader broadcast network ecosystem.
Subscribers to the Basic with Ads tier will gain access to a rich catalog of critically acclaimed and widely followed series such as The White Lotus, The Last of Us, Succession, and regional hits like When Nobody Sees Us, a breakout Spanish original. This allows Max to not only cater to global fandoms but also offer culturally relevant programming to resonate with local audiences.
Alessandro Araimo, Executive Vice President and Managing Director at WBD Iberia and Italia, said, “We are pleased to enrich our streaming service Max and launch in Spain a new way for the audience to subscribe to the service and access to hundreds of memorable titles that are part of our group. At the same time, we are aware that advertisers want to spread their messages through media that are reliable, solid, and have a clear and distinctive positioning in the market.”
As the global streaming market evolves, ad-supported models are becoming an increasingly important part of revenue strategy for major platforms. With streaming subscription fatigue on the rise and inflation impacting household spending, viewers are more open to trading short ad breaks for lower monthly costs. Meanwhile, advertisers are seeking trusted digital platforms with high engagement and measurable reach.
By tapping into these shifting trends, Max positions itself as a flexible and premium option that caters to both consumer and advertiser needs. The rollout of the ad-supported tier in new European markets is also expected to significantly increase Max’s regional subscriber base and advertising inventory two metrics crucial for long-term platform growth.
The move comes shortly after Max’s launch in Latin America and Australia on March 31, indicating an aggressive global expansion strategy. It aligns with WBD’s vision of creating a unified global streaming brand that can scale effectively across different audience segments and monetization models.
With its Basic with Ads plan now present in Europe, the US, and select international markets, Max is actively positioning itself against competitors like Netflix, Disney+, and Prime Video each of which has also introduced similar lower-priced ad tiers.