HBO Max, the streaming service from Warner Bros. Discovery (WBD), will continue its international expansion with market launches in Germany, Italy, Austria, Switzerland, Luxembourg, and Liechtenstein on Jan. 13. “This marks a major expansion of the service into key European countries,” WBD, which is currently the object of a bidding war, said on Wednesday. “The service is set to launch in the U.K. and Ireland in early 2026, completing its European roll-out.”
Germany, Italy, and the U.K. are big markets where HBO Max content is currently available under a long-running exclusive partnership with Comcast’s Sky.
The streamer, already available in more than 100 markets worldwide, according to WBD, on Wednesday touted that it will bring its “ultimate mix of best-in-class series, blockbuster movies, extraordinary real-life stories, and live sport” to millions of new potential subscribers via the upcoming market launches.
Among HBO Max’s content are such dramas as The Pitt, IT: Welcome to Derry, House of the Dragon, The Last of Us, The White Lotus, Euphoria, Industry, and the upcoming A Knight of the Seven Kingdoms, set a century before the events of Game of Thrones. Movies on HBO Max include Superman, The Batman, Dune, the Harry Potter franchise, and more.
“Sports fans will be able to follow every competition broadcast live from the Olympic Winter Games Milano Cortina 2026 (Feb. 6-22), made available to all subscribers across every plan – bringing the excitement of the Games to millions on HBO Max for the first time,” WBD said.
HBO Max will launch in the new markets with its Basic with Ads, Standard, and Premium service plans, as well as a sports add-on.
HBO Max launched in the U.S. in 2020 and has since expanded across Latin America, Europe, Central Asia and Asia Pacific. For the third quarter 2025, WBD reported 128 million total streaming subscribers.
“We are thrilled to bring HBO Max and the stories that stick with you to new countries across Europe this January,” said JB Perrette, CEO and president of global streaming and games at WBD. “With our strongest lineup of U.S. and local HBO series yet, blockbuster local and international movies, and the Olympic Winter Games, it is the perfect time to make HBO Max available directly to subscribers.”
