Max Australia Enters the Market with a Strong Library
Max has officially launched in Australia, bringing HBO Max content under one roof. The service enters a competitive market with a deep catalogue of HBO, Warner Bros, DC, and Discovery programming.
According to Michael Brooks, Warner Bros. Discovery’s local general manager, this content advantage sets Max apart from competitors.
“I think we’ve got a service that will consistently deliver incredible drama,” Brooks says. “HBO’s global hit rate is second to none, and Australian viewers can trust us to deliver top-tier content.”
Figure 1: The White Lotus. One of the recent popular shows of HBO
However, launching late in Australia presents challenges. With long-term deals in place with Foxtel and Nine, why is Max striking out on its own now?
Brooks insists Max has been planning this for years. “Australia was always a key part of our global expansion,” he explains.
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HBO Max Australia Launches with Competitive Pricing
HBO Max is launching with three subscription tiers, offering discounted prices until April 30th.
Max Streaming Australia Pricing:
Basic with Ads
- $7.99/month ($11.99 after the entry offer)
- $79.99/year ($6.67/month)
- Full HD, two devices, ads
Standard Plan
- $11.99/month ($15.99 after the entry offer)
- $119.99/year ($9.99/month)
- Full HD, two devices, 30 downloads, no ads
Premium Plan
- $17.99/month ($21.99 after the entry offer)
- $179.99/year ($14.99/month)
- 4K, Dolby Atmos, four devices, 100 downloads, no ads
Will HBO Max Content Stay on Foxtel?
Foxtel subscribers will still access HBO Max content, but it will now be through the Max app on iQ3, iQ4, and iQ5 boxes. Shows like The Last of Us (Season 2 launches April 14th), House of the Dragon, and Euphoria will remain available.
However, all HBO, Warner Bros, and Discovery content will leave Foxtel’s streaming platform, Binge. This transition could cause many subscribers to switch to Max.
“We wanted to ensure our loyal fans continued to have access to our content,” Brooks explains.
How Max Will Impact the Streaming Market
Max Australia’s entry will likely shake up the industry. RMIT television industry researcher Alexa Scarlata predicts that Binge could suffer major subscriber losses.
“I think we’ll see a mass exodus from Binge over to Max,” she says. “That leaves Binge in a precarious position.”
Australia’s streaming landscape is already crowded, with 69% of Australians paying for subscription services. Many households subscribe to over four platforms.
Scarlata expects increased subscription cancellations and market consolidation. “Streaming services will start merging because consumers can’t sustain so many options,” she predicts.
Local Productions and Future Plans
Max has no Australian originals yet but plans to invest in local productions. Warner Bros. Discovery already produces content for Discovery Network and other platforms in Australia.
“We will have local productions for Max,” Brooks confirms. “But first, we need to understand what our Australian fans want.”
Unlike other services, Max will not invest in sports streaming. “We’re focused on premium drama, films, and factual content,” Brooks states.
Max Streaming Australia: The Future of TV?
Max has arrived with a vast content library and competitive pricing, but it faces a tough battle for Australian viewers. Its HBO Max exclusives and Warner Bros content give it an edge, but the market remains unpredictable.
With Binge likely to struggle and streaming services set to consolidate, Max may be the biggest disruptor since Netflix. Whether it thrives or not depends on its ability to keep Australian audiences hooked.
