Warner Bros Discovery (WBD) launched its HBO Max streaming service in the UK last week, entering a crowded market with competitive pricing and bundling deals through Sky. The service aims to attract subscribers with a vast library of hit shows and films, including the return of Friends, which had been unavailable in the UK since leaving Netflix at Christmas.
HBO Max offers a direct subscription at £4.99 per month with ads, undercutting rivals Netflix, Disney+, and Paramount+ by £1. For an additional £1 per month, users gain access to new Hollywood releases without extra charges. WBD has also partnered with Sky to bundle HBO Max with Netflix, Disney+, and Hayu for £24 per month, including standard Sky TV.
The service features Warner Bros films from the DC franchise, Harry Potter, and upcoming titles like Sinners and One Battle After Another. It also includes HBO classics such as The Sopranos, Band of Brothers, The Wire, and Succession. The highly anticipated Harry Potter TV series has been moved forward to Christmas this year, alongside new shows like The Pitt, a medical drama starring Noah Wyle.
Analysts highlight the Harry Potter series as a key driver for HBO Max's success in the UK. Matt Trickett of Ampere Analysis noted, “It is the first massive piece of intellectual property they have over and above movies.” The series is exclusive to HBO Max outside of its Sky deal, making it a crucial asset for attracting subscribers.
WBD's strategy includes bundling with former rivals as subscriber growth slows across the industry. After years of exclusive deals with Sky, WBD renegotiated in 2024 to launch its own streaming service, though Sky retains rights to certain shows like White Lotus and Game of Thrones. JB Perrette, WBD's global head of streaming, emphasised the importance of direct customer relationships, stating, “We are at day zero.”
