HBO Max Broadens International Presence by Debuting in a Dozen New Nations Come July
In July 2022, HBO Max embarked on an international expansion, marking a significant step in its global rollout. The streaming service partnered with local providers like Go3 to bring its content to new European markets, such as the Baltic states (Estonia, Latvia, Lithuania).
This expansion was part of a broader strategy aimed at achieving broad global availability. By mid-2023, HBO Max was available in 46 countries overall, suggesting that the 2022 expansion was an integral part of its long-term growth plan.
The merger of WarnerMedia (HBO Max’s original parent) and Discovery, Inc. was expected to close in Q2 2022, which influenced the platform’s strategic moves such as international expansion and content bundling.
Regarding content, HBO Max typically features a mix of Warner Bros., HBO originals, and acquired shows. In 2022, there were moves to expand content offerings by adding titles from related services like Britbox as part of promotions in some markets.
Upcoming series on HBO Max include Task and IT: Welcome to Derby, along with blockbuster titles like A Minecraft Movie, the complete Harry Potter film series, and shows such as The Last of Us, The White Lotus, The Pitt, and Peacemaker. Certain markets will also gain access to HBO Max's sports offerings, featuring live events like Grand Slam tennis tournaments and cycling's Grand Tours.
Subscribers can pay using popular methods such as Visa, Mastercard, American Express, PayPal, and through in-app purchases via the Apple App Store, Google Play Store, and Samsung Checkout. HBO Max offers two subscription tiers: Standard and Premium, with the Premium Plan enabling streaming on four devices in 4K UHD.
The new countries joining HBO Max are Albania, Armenia, Cyprus, Estonia, Georgia, Iceland, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Malta, and Tajikistan. Subscribers in these regions will have access to an extensive library of content from HBO, Warner Bros. Pictures, DC Studios, and Max Originals.
The service is compatible with a wide range of devices, including select mobile phones, tablets, and connected TVs. Classics like Friends, The Big Bang Theory, and reality hits like 90 Day Fiancé from TLC and Gold Rush from Discovery are also available on HBO Max.
As of the end of Q1 2025, HBO Max had reached 122.3 million global subscribers, reflecting a growth of 5.3 million over the previous quarter. This growth underscores the success of the platform's strategic moves and its appeal to a diverse global audience.
Entertainment and movies-and-tv were key aspects of HBO Max's strategic moves, as it expanded internationally in July 2022 and added titles from related services like Britbox to its content offerings. This expansion was an integral part of its long-term growth plan, aiming for broad global availability.
