HBO Max has had a strong start in Australia, and now it’s got another route into the local market.
The Warner Bros. Discovery streamer has launched on Prime Video as an add-on subscription, a move that follows its debut in the country back in March. Though many considered the roll-out late in a market that already has heavy SVOD penetration, estimates are that it has secured upwards of 5% of the total market already.
On Prime Video, it will be available for A$11.99 a month ($7.82) for the Basic with Ads tier or A$15.99 a month for the Standard package.
HBO Max offers shows such as The Pitt, And Just Like That…, Peacemaker, House of the Dragon, The White Lotus and The Last of Us, legacy series including Friends and The Big Bang Theory and Warner Bros. movies including Minecraft, Sinners, Harry Potter and the DC Universe.
“Partnering with Prime Video is a natural next step for HBO Max in Australia,” said Michael Brooks, Managing Director Warner Bros. Discovery Australia and New Zealand. “After a successful launch only five months ago, our stellar library of global brands and premium content continues to resonate in this market, and this partnership with Prime Video allows us to bring that offering to even more Australians.”
WBD execs have pointed to the launch of the Australian service as reason for bullish optimism over the upcoming launches of HBO Max in the UK, Germany and Italy next year. Last month, WBD reported 125.7 million streaming subscribers over all, with most of the 3.4 million new customers added from international markets in the most recent financial quarter from Australia. The Aussie launch was described as “very successful,” with “healthy retail traction” combining with a carriage partnership with local pay-TV player Foxtel.
“Prime Video is a first-stop entertainment destination offering a wide selection of premium programming – including Amazon MGM Studios Originals – and encompassing original series and movies, licensed content and live sports, the ability to rent or buy thousands of new and popular movies and add-on subscriptions,” said Daniel Slepak, Head of Marketplace Prime Video Canada, Australia, and New Zealand.
“We’re thrilled to welcome HBO Max to Prime Video as our 27th add-on subscription partner in Australia, growing our stellar entertainment catalogue and giving our customers an even greater selection of world-class series and blockbuster movies, all in one app experience.”
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