HBO Max
WarnerMedia announced its intention to launch a new streaming service on the 10th of October 2018. The initial plan called for three tiers and a late 2019 release date. Randall L. Stephenson, chairman of AT&T, confirmed in mid-May 2019 that the HBO brand would anchor the platform. Cable subscribers were expected to receive free access as part of their existing packages. A beta version was scheduled for the fourth quarter of 2019, with a full launch targeted for early 2020. Otter Media transferred operations to WarnerMedia Entertainment in May 2019 after Brad Bentley departed his role. Andy Forssell took over as executive vice president while reporting to Tony Goncalves. On the 9th of July 2019, WarnerMedia officially named the service HBO Max and set a spring 2020 launch window. Production deals were signed with Reese Witherspoon's Hello Sunshine and Greg Berlanti shortly thereafter. The official launch date settled at the 27th of May 2020, following delays caused by the global pandemic. Warner Bros. Pictures Group consolidated film output under Toby Emmerich and Courtenay Valenti later that year.
WarnerMedia merged with Discovery, Inc. in April 2022 to form Warner Bros. Discovery. CEO David Zaslav announced plans to merge HBO Max with Discovery+ during an earnings call in August 2022. The unified service launched in the United States on the 23rd of May 2023, under the new name Max. Regional rollouts followed in Latin America on the 27th of February 2024, and Europe on the 21st of May 2024. The rebrand introduced a blue corporate color scheme designed by DixonBaxi. WBD lost 1.8 million subscribers within three months of the Max announcement. Stock prices fell nearly six percent immediately after the reveal. In November 2023, another loss of 2.5 million subscribers occurred over a six-month period. Shares dropped 19% as a result of these churn figures. On the 30th of March 2025, a soft launch changed colors from blue to monochrome. Media outlets noted this design resembled the original HBO branding more closely. Global rebranding took effect on the 9th of July 2025, reverting the service back to HBO Max.
International expansion began in June 2021 with launches across Latin America and the Caribbean. Thirty-nine territories received access starting the 29th of June 2021. European markets followed with launches in Spain and the Nordics on the 26th of October 2021. Central and Eastern Europe plus Portugal joined the platform on the 8th of March 2022. WarnerMedia planned active operations in 190 countries initially. Canada operates under a separate agreement with Bell Media's Crave service instead of direct HBO Max access. Sky Group holds exclusive rights to broadcast most HBO programming in the UK, Ireland, Germany, Switzerland, Austria, and Italy until 2025. France utilized OCS for streaming rights before launching its own version on the 11th of June 2024. The Netherlands and Belgium retained the HBO Max name through May 2024 before adopting the global Max identity. Iceland launched HBO Max officially in July 2025 after signing an agreement with Síminn. Poland saw specific rollout timing differences due to local licensing deals. Partnerships with Sky Europe and Foxtel allowed content distribution where direct service launch was not yet feasible.
Max Originals banner covers first-run series, films, and specials released weekly rather than all at once. Kevin Reilly stated this strategy keeps shows visible longer compared to binge formats. A slate of 31 original series was planned for the first year. Production timelines faced interruptions from the COVID-19 pandemic. Warner Bros. Pictures produced eight to ten mid-budget movies annually starting in 2020 under the Warner Max label. The studio shifted focus back to theatrical releases after Project Popcorn proved costly. Over $200 million compensated talent for simultaneous streaming releases during the pandemic. Films like Mortal Kombat reached 3.8 million viewers while others drew significantly less attention. DC Universe content migrated to HBO Max including Titans and Young Justice. Adult Swim and Cartoon Network animation teams merged under Suzanna Makkos in April 2021. Several animated series including Adventure Time: Distant Lands and Jellystone! joined the platform. The Not-Too-Late Show with Elmo became a target for cancellation amidst broader cuts. Fans reacted heavily when nearly 200 episodes of Sesame Street were removed from the library in August 2022. The service also acquired rights to South Park for $500 million before moving them to Paramount+ in 2024.
HBO subscribers on AT&T platforms received free access upon launch on the 27th of May 2020. Apple TV Channels allowed migration for existing subscribers billed directly by HBO. Amazon Fire TV devices gained support on the 16th of November 2020 following an agreement dispute resolution. Roku devices became compatible starting the 16th of December 2020 after similar negotiations concluded. Dish Network restored access to HBO and HBO Max on the 29th of July 2021 after resolving carriage disputes. Charter Spectrum provided access through TV Everywhere credentials beginning the 15th of April 2020. Hulu offered HBO as an add-on to most plans since the 1st of May 2020. Verizon Communications and Samsung partnered to distribute the service widely. Xbox and PlayStation consoles supported the application at launch. Cable providers like Altice USA and Cox Communications secured distribution deals in May 2020. The National Cable Television Cooperative facilitated broader reach across multiple regions. Streaming aggregators such as Sling TV obtained carriage rights for linear channels. Disputes over carriage commissions delayed agreements with major device manufacturers initially.
The basic tier launched at $9.99 per month or $99.99 annually including ads. Standard pricing settled at $16.99 monthly without advertisements. Premium tiers reached $20.99 per month offering four concurrent streams and offline downloads. Existing subscribers were grandfathered into current features for six months before migration occurred. Ad-free customers moved to the standard tier while ad-supported users shifted to basic with ads. A yearly option became available for both tiers shortly after initial launches. Price hikes took effect on the 12th of January 2023 raising the ad-free tier by one dollar. New subscribers paid immediately while existing ones saw changes start the 11th of February 2023. The Ultimate tier introduced exclusive access to 4K resolution and Dolby Atmos audio. Sports add-ons emerged later as optional extras costing $9.99 per month. The Bleacher Report Sports package included MLB, NBA, NHL, and NCAA tournament coverage. France offered a 50% lifetime discount for new subscribers maintaining active subscriptions. International pricing varied significantly across different regions based on local market conditions. The Max DAZN Package in Spain cost €44.99 monthly combining sports and entertainment content.
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Common questions
When did WarnerMedia announce the launch of HBO Max?
WarnerMedia announced its intention to launch a new streaming service on the 10th of October 2018. The initial plan called for three tiers and a late 2019 release date.
What is the official launch date of HBO Max in the United States?
The official launch date settled at the 27th of May 2020 following delays caused by the global pandemic. Warner Bros. Pictures Group consolidated film output under Toby Emmerich and Courtenay Valenti later that year.
Why was the name changed from HBO Max to Max in 2023?
CEO David Zaslav announced plans to merge HBO Max with Discovery+ during an earnings call in August 2022. The unified service launched in the United States on the 23rd of May 2023 under the new name Max.
Which countries received international expansion starting in June 2021?
Thirty-nine territories received access starting the 29th of June 2021 including Latin America and the Caribbean. European markets followed with launches in Spain and the Nordics on the 26th of October 2021.
How much does the basic tier cost per month for HBO Max subscribers?
The basic tier launched at $9.99 per month or $99.99 annually including ads. Standard pricing settled at $16.99 monthly without advertisements while premium tiers reached $20.99 per month offering four concurrent streams and offline downloads.