HBO Max continued its global rollout today by launching in 15 additional European countries. The streaming service is now available in 61 territories worldwide.
Countries that now have access to HBO Max include the Netherlands, Portugal, Hungary, Poland and Romania. HBO Max is offering subscribers in these regions more than 30% off the monthly cost for the duration of their subscription.
Customers in the Netherlands also have the option between two subscription tiers. The standard tier, with 1080p resolution and 4K streaming, costs €3.99($4.35) per month. The basic tier, which goes up to 720p resolution, has a monthly cost of €2.99($3.26). Both tiers are 50% off the regular monthly subscription price.
“Central and Eastern Europe is where it all began for our European business back in 1991 with our first linear channels,” said Christina Sulebakk, general manager of HBO Max EMEA, in a statement. "Now, more than 30 years later, HBO Max is offering consumers a “completely new way to access all their favorite entertainment.”
Since its initial North American launch in May 2020, HBO Max has rapidly moved to increase its streaming coverage. In June 2021, HBO Max expanded to 39 countries in Latin America and the Caribbean before arriving to Europe in October 2021.
The service expansions brought the total number of HBO Max and HBO subscribers to 73.8 million at the end of 2021. Domestically, subscriber average revenue per user (ARPU) amounted to $11.15.
WarnerMedia, parent company of HBO Max, is also set to close a $43 billion deal with Discovery Inc. later this year. The acquisition would increase HBO Max’s streaming library.
HBO Max will continue expansion going into 2022, with launches set for Turkey, Greece, Iceland, Estonia, Latvia and Lithuania. HBO Max also plans further expansion in Southeast Asia.
“In under 24 months we have built a scalable streaming business present in 61 territories and counting,” said Johannes Larcher, head of HBO Max International, in a statement. “International is going to continue be an important part of our global growth story going forward.”