Warner Bros. Discovery is making its long-awaited streaming debut in the Australian market, announcing Tuesday that Max will launch down under on March 31.
Australia’s streaming landscape has grown increasingly competitive in recent years, but the territory remains the Asia-Pacific region’s second-largest premium SVOD market behind Japan. The Australian launch was the expected next step in Max’s global expansion strategy as WBD looks to challenge Netflix, Disney+ and local incumbent platforms in key international territories.
The studio and entertainment giant will bring to bear its formidable content arsenal — spanning HBO and Max Originals, Warner Bros. Television favorites and recent theatrical blockbusters — as it seeks to build a sizable position in the crowded marketplace.
WBD first tipped the Australia rollout at last September’s APOS media and entertainment industry conference in Bali, Indonesia.
Max will be available in Australia at www.max.com, through app stores including Apple and Google Play, and on all major devices, including mobile, tablet, gaming consoles, and connected TVs like Hubbl. Australians already familiar with HBO’s prestige programming through Foxtel’s existing distribution channels will still have access through that platform, as WBD confirmed a launch partnership that gives Foxtel subscribers access to the Max app at no additional cost.
“We’ve been clear that the globalization of Max is a top priority, and Australia represents one of our biggest new markets and a significant opportunity to delight even more fans with the incredible stories told by our iconic brands,” said JB Perrette, CEO and president of global streaming and games at WBD.
The second season of HBO’s post-apocalyptic hit series The Last of Us will debut exclusively on Max on April 14, positioning the Pedro Pascal-led video game adaptation as an early tentpole for the platform.
“WBD has a long history in Australia, and we know our world-class content from HBO, Warner Bros., Discovery and more is incredibly popular with audiences here,” said Michael Brooks, gm of WBD Australia and New Zealand. “We have a clear strategy to maximize reach through our direct-to-consumer app and distribution partnerships, and our collaboration with Foxtel at launch is a testament to that.”
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