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— CH. 1 · ORIGINS AND DEVELOPMENT HISTORY —

HBO Max

~5 min read · Ch. 1 of 6
6 sections
  • 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.

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.

All sources

365 references cited across the entry

  1. 8webMax Is Changing Its Name to (Get This!) HBO MaxJosef Adalian — 2025-05-14
  2. 10newsWarnerMedia banks on HBO's brand name for new streaming serviceBrian Stelter — CNN — July 9, 2019
  3. 14webHBO Max will launch in May in the USJoan E. Solsman — CNET — October 29, 2019
  4. 17newsHBO Max Sets Official Launch DateTodd Spangler — April 21, 2020
  5. 30webWarner Bros. Discovery Confirms Kids' Content CutsPeter White — August 4, 2022
  6. 33webAnother Loss In The DC Universe: Young Justice Is No MoreSabrina Graves — August 17, 2022
  7. 49magazineHBO Max to Be Renamed 'Max' With Addition of Discovery+ ContentTodd Spangler — April 12, 2023
  8. 50webHBO paid about $1.8 million for Max.comAndrew Allemann — 2023-10-27
  9. 59webNetflix's First Upfront Opened with a Dig at 'Max'Tony Maglio et al. — May 17, 2023
  10. 60magazineWarner Bros. Discovery Stock Slides After Max Streaming RebrandEtan Vlessing — April 12, 2023
  11. 65newsMax Bows Black-and-White Logo, Launches Service in AustraliaErik Gruenwedel — March 30, 2025
  12. 67newsMax cambia su logo, pasando de azul a Blanco y NegroDarío "Kentaro Darkdox" Pérez — March 30, 2025
  13. 69webMax Will Change Back to HBO Max on WednesdayMichael Scheinder — July 8, 2025
  14. 79webMax is coming in MayApril 12, 2023
  15. 80webBob Greenblatt, Kevin Reilly Out Amid Major WarnerMedia RestructuringLesley Goldberg et al. — August 7, 2020
  16. 85webHBO Max finally sets its launch: May 27Joan E. Solsman — CNET
  17. 87webHere's what will be available on HBO Max when it launches on May 27Sarah Whitten — CNBC — April 21, 2020
  18. 103webHere's what HBO Max looks likeJulia Alexander — October 29, 2019
  19. 106webHBO Max Will Cost $14.99 Per Month and Launch in May 2020Sarah Perez — October 30, 2019
  20. 122webHBO Max Acquires 'Young Sheldon' Streaming RightsWill Thorne — May 29, 2020
  21. 125webHBO Max Silently Removes Gone With The WindRebecca Vanacker — June 9, 2020
  22. 133webCartoon Network, HBO Max Double Down on Preschool FareLesley Goldberg — February 17, 2021
  23. 136webFox Sets Cast for Lifeguard Drama Series Rescue: Hi SurfJoe Otterson — January 18, 2024
  24. 137magazineWelcome to the Era of Big AnimeCecelia D'Anstasio — August 31, 2021
  25. 138webHBO Max Set to Lose Crunchyroll Next YearEvan Valentine — December 3, 2021
  26. 158webHere's How You Can Watch 'Judas and the Black Messiah'Vanessa Etienne — February 11, 2021
  27. 160webEvery 2021 Warner Bros Film Will Stream on HBO Max for FreeJames Whitbrook — December 3, 2020
  28. 164newsDirectors Guild Criticizes Warner Bros. Over HBO Max DealDave McNary — December 9, 2020
  29. 170webLive-Streamed CNN Channel With New Shows Set to Debut on MaxBrian Steinberg — August 24, 2023
  30. 172webCNN+ is shutting down, effective April 30, sources sayAlex Sherman — CNBC — April 21, 2022
  31. 173newsCNN+ Streaming Service Is Set to Shut DownMichael Grynbaum et al. — April 21, 2022
  32. 176webCNN launches new All Access subscription serviceSara Fischer — 2025-10-28
  33. 178webHBO Max subscribers can now livestream US national soccer gamesLauren Forristal — January 17, 2023
  34. 184webTNT Sports llega a MaxTNT Sports Chile — July 9, 2024
  35. 187webEverything you need to know about HBO MaxEmily Heller — May 27, 2020
  36. 190webStreaming Video Services Offering Audio DescriptionAmerican Council of the Blind — May 27, 2020
  37. 191webAccessibility Enhancements on the Horizon for HBO Max Customers Who are BlindAmerican Council of the Blind — October 19, 2020
  38. 192webHBO Max Rolls Out Audio Described ContentAmerican Council of the Blind — March 26, 2021
  39. 197newsTurner and Dish Reach New Distribution PactJoe Flint et al. — News Corp. — May 27, 2020
  40. 198newsHBO is coming to Sling TV this monthChris Welch — May 27, 2020
  41. 203webHBO Max Sets Apple Deal For Streaming DistributionDade Hayes — April 27, 2020
  42. 205webHBO and HBO Max are headed to YouTube TVJulia Alexander — February 20, 2020
  43. 209newsHBO Max Leaves AT&T at Odds With Amazon and RokuMatthew Keys — November 19, 2020
  44. 210newsHBO Max Available Directly on Comcast Xfinity Set-TopsTodd Spangler — December 15, 2020
  45. 211newsHBO Max Now Available on Cox Cable TV Set-TopsTodd Spangler — March 10, 2021
  46. 213webHBO Max Is Finally Coming to Amazon Fire TVTodd Spangler — November 16, 2020
  47. 217webHBO Max Sets Monthly Pricing, May 2020 Launch DateTodd Spangler — October 29, 2019
  48. 219webHBO Max will debut its cheaper, ad-supported tier in JuneJulia Alexander — March 12, 2021
  49. 224webWarnerMedia reveals HBO Max global plans, as streamer gains studio's movie slateRichard Middleton et al. — Informa — December 4, 2020
  50. 225webWarnerMedia Brings HBO Max Originals to Channels & HBO GO in AsiaKristin Brzoznowski — WorldScreen — May 29, 2020
  51. 226tweetCada romance tiene su propia historia. #LoveLife, con Anna Kendrick, llega el 28 de mayo a #HBOEspaña.HBO Max España — May 21, 2020
  52. 230webSky and HBO Strike New Programming DealStewart Clarke — October 30, 2019
  53. 231webHow HBO Max May Approach Its Global RolloutGeorg Szalai — October 30, 2019
  54. 235webHBO Max, Discovery+ merger not planned for CanadaKelly Townsend — August 5, 2022
  55. 237webCrave launches $9.99 mobile-only plan that includes most contentBradly Shankar — Blue Ant Media — October 26, 2021
  56. 246webHBO Max UK launch delayed until 2025RX:TV — March 24, 2021
  57. 247webSky deal behind delayed HBO Max rollout, Kilar confirmsJonathan Easton — March 23, 2021
  58. 248newsLicensing deals put brakes on HBO Max rollout in EuropeAnna Nicolaou et al. — March 23, 2021
  59. 260newsHBO Max llega a Movistar Plus+April 1, 2024
  60. 268newsOrange sets November launch for movie bouquetbroadbandtvnews.com — October 9, 2008
  61. 272webAmazon Prime Video : tout savoir sur le futur Pass WarnerThibaud Gomès-Léal — January 16, 2023
  62. 273newsHBO-content vanaf 2017 bij ZiggoTotaal TV — September 28, 2016
  63. 275newsZiggo: 'HBO Max in 2022 als streamingdienst in Nederland'Totaal TV — September 13, 2021
  64. 277webProximus secures HBO shows with Be TV dealdigitaltveurope.com — February 19, 2018
  65. 282newsΟι ταινίες της Warner Bros. διαθέσιμες μέσω του Vodafone TVΚωνσταντίνα Αχείλα — February 7, 2023
  66. 295webBinge will lose all HBO titles following Max launchDylan Crismale — 2025-02-26
  67. 298webAmit Malhotra to Lead HBO Max Rollout in Southeast AsiaPatrick Frater — June 3, 2021
  68. 305webHBO Max Continues Asia Pacific Expansion With 14-Market LaunchNaman Ramachandran — September 16, 2025
  69. 306webHBO Max Content to Stream on Japan's U-Next PlatformMark Schilling — March 31, 2021
  70. 313webHBO Max to Begin European Launch In OctoberJ. Clara Chan — September 8, 2021
  71. 315newsHBO Max Prepares to Launch in 15 More Countries in EuropeManori Ravindran — February 1, 2022
  72. 322webHBO Max to launch in Belgium on 1 JulyEllen O'Regan — May 8, 2024
  73. 329webMax to launch in Australia on March 31Jeremy Kay — February 26, 2025
  74. 341webHBO Max to launch in Israel this monthNevo Trabelsy — January 1, 2026
  75. 342webHBO Max Sets March 2026 Launch in U.K., IrelandK.J. Yossman — February 9, 2025
  76. 343webHBO Max Reveals UK & Ireland Launch DateJesse Whittock — February 9, 2025
  77. 344webHBO Max Continues Rollout With 12 Asia Pacific LaunchesJesse Whittock — 23 February 2026
  78. 347webAnalysis: Why the "end is near" narrative is wrongGreg O'Brien — May 21, 2021
  79. 350webOSN extends licensing agreement as MENA home of HBOdigitaltveurope.com — January 13, 2022
  80. 353webHBO Max Is Here: What You Need to KnowJohn Jurgensen — May 27, 2020
  81. 355webHBO Max Subscriber Math DemystifiedGavin Bridge — July 23, 2020
  82. 356webThe Week Old Hollywood Finally, Actually DiedBen Smith — August 16, 2020
  83. 358webHBO Max has more than 4 million subscribers, AT&T saysJulia Alexander — July 23, 2020