HBO Max prepares January 2026 launch in Germany as Sky partnership ends

Warner Bros. Discovery announced on October 24, 2025, that HBO Max will launch in Germany in early 2026, ending a distribution partnership with Sky Deutschland that has defined HBO content availability in the country for 15 years. The announcement came during the Medientage München conference, where Clement Schwebig, President and Managing Director for Western Europe and Africa, confirmed the streaming service's German market entry.

Germany represents one of the largest European markets still lacking direct HBO Max access. The country's 83 million residents currently access HBO content through Sky Deutschland's "Home of HBO" arrangement, which expires at the end of 2025. According to Schwebig, the timing reflects confidence in Germany's streaming market maturity rather than missed opportunity, noting that German households increasingly subscribe to multiple streaming services.

The German launch forms part of Warner Bros. Discovery's broader European expansion strategy targeting 150 million global subscribers by the end of 2026. JB Perrette, CEO and President of Global Streaming and Games, declared during the company's November 6, 2025 earnings call: "2026 should be for us the biggest year of growth that we have seen in a long time for HBO Max." He explained that "we cannot wait to get after it," emphasizing the platform's content strength. The platform reached 128 million subscribers globally in the third quarter of 2025, adding 2.3 million subscribers during that period.

Pricing structure mirrors European market standards

HBO Max pricing in Germany remains unconfirmed, though executive statements suggest potential increases from current U.S. rates. David Zaslav, CEO of Warner Bros. Discovery, told a Goldman Sachs conference on September 11, 2025, that "our quality gives us the opportunity to raise prices," characterizing U.S. subscription costs as "way too cheap." Current U.S. pricing stands at $10 monthly for ad-supported access, $17 for standard service, and $21 for premium tiers.

European pricing patterns provide indicators for German market entry. In Spain, where HBO Max operates, the service charges €9.99 monthly for standard 1080p streaming and €13.99 for premium 4K access with Dolby Atmos. Belgium follows similar pricing at €5.99 for ad-supported service, €9.99 for standard, and €13.99 for premium subscriptions. Germany may adopt comparable pricing structures when launching in January 2026, according to Matthias Heinze, Senior Vice President Commercial and Managing Director at Warner Bros. Discovery GSA.

Heinze confirmed at The Spot conference that HBO Max will include an advertising-supported tier at launch. "There is no plan for a free service," Heinze stated. "Presumably there will be an entry product with advertising." The ad-supported model aligns with industry-wide adoption of hybrid subscription models as streaming platforms balance subscriber growth against profitability targets.

Content library positions service for premium market segment

Warner Bros. Discovery positions HBO Max as a quality-focused alternative in Germany's crowded streaming landscape. The service will offer HBO's acclaimed series library including "Game of Thrones," "House of the Dragon," "The Last of Us," "Westworld," and "The Wire." Warner Bros. theatrical releases will stream on the platform following theatrical windows, with recent titles including "Superman," "Weapons," and "The Conjuring: Last Rites" already demonstrating strong box office performance.

David Zaslav emphasized this quality-over-quantity philosophy during the November 6, 2025 earnings call: "It's not how much, it's how good." He stated that this belief "continues to guide everything we do." The CEO stressed that HBO "really embodies that standard," with Casey Bloys and his team doing "a superb job."

The company's film studio leadership strengthens HBO Max's content proposition. Warner Bros. Pictures surpassed $4 billion in global box office revenue in 2025, the only major studio reaching that threshold. Superman, released earlier in 2025, generated substantial theatrical revenue before transitioning to HBO Max, where it became one of the platform's most-watched titles. This theatrical-to-streaming pipeline differentiates HBO Max from competitors relying primarily on original streaming productions.

During the earnings call, Zaslav stated: "We have the number one TV studio. The motion picture business is doing great." He emphasized that the studio's recent success wasn't accidental: "Right now, we're leading the 2025 box office domestically, we're leading it internationally, and we're leading it globally. Not only are we in first place, but we are the only film studio to have crossed $4 billion in 2025 box office revenue thus far."

Discovery content will supplement HBO's entertainment programming, particularly in European markets where factual entertainment shows stronger audience appeal. Shows from Discovery Channel, HGTV, TLC, and Food Network will appear on HBO Max in Germany, along with sports content that varies by regional rights agreements. The sports component remains under development, with Perrette confirming during the earnings call that a standalone sports streaming application will launch in the U.S. market.

Sky partnership dissolution reshapes German streaming competition

The conclusion of Sky Deutschland's HBO content agreement marks significant industry realignment. Since approximately 2010, Sky has maintained exclusive German rights to HBO programming through its linear channels and WOW streaming service. Matthias Heinze explained the rationale for ending this arrangement: "Because of Sky's strong sports focus, we have not reached some target groups. We want a platform on which all content is available."

RTL Group acquired Sky Deutschland from Comcast in June 2025 for €150 million plus variable consideration capped at €377 million. The deal combined approximately 11.5 million paying subscribers across Germany, Austria, and Switzerland, creating the largest transaction in RTL's 25-year history. Sky Deutschland CEO Barny Mills continues leading the business until regulatory approvals complete in 2026.

Sky Deutschland faces content portfolio challenges as Warner Bros. Discovery reclaims its programming. The pay-TV operator built substantial subscriber value around HBO's prestige series. Loss of "House of the Dragon," "The Last of Us," and upcoming Harry Potter series diminishes Sky's differentiation in the German market. Paradoxically, RTL Deutschland simultaneously announced expanded partnerships with Warner Bros. Discovery in January 2025, securing rights to current cinema hits and establishing joint advertising sales operations through El Cartel Brothers starting in 2026.

Warner Bros. Discovery maintains flexibility regarding future distribution partnerships. Schwebig noted at Medientage München that "there is never just one strategy for everything," referencing U.S. market collaborations where HBO Max content appears through multiple distribution channels. Potential German partnerships could include Deutsche Telekom's MagentaTV or Vodafone Deutschland, both operating significant pay-TV subscriber bases.

Amazon Prime Video represents another potential distribution partner. JB Perrette mentioned during a Wells Fargo TMT Summit on December 3, 2024, that "Amazon is great in those markets and certainly eager to be more and more aggressive in that space." Prime Video channels allow third-party services to distribute through Amazon's platform, collecting subscription revenue while leveraging Amazon's 200 million global Prime membership base.

When questioned about future Sky partnerships during the earnings call, Gunnar Wiedenfels responded that "time will tell" as discussions continue. He noted that "in the old model, you would have to pull all your content off Sky and only go direct-to-consumer," but emphasized "that's not necessarily the case, particularly when they have a big, established installed base with a lot of our fans. There are very collaborative ways we could work together, as we've proven we can do."

European expansion accelerates ahead of UK, Italy launches

Germany's January 2026 launch follows HBO Max's expansion into 12 countries during July 2025. That rollout encompassed Baltic nations (Estonia, Latvia, Lithuania), Mediterranean territories (Cyprus, Malta), Caucasus countries (Armenia, Georgia), Central Asia (Kazakhstan, Kyrgyzstan, Tajikistan), Iceland, and Albania. According to the July 10, 2025 announcement, these launches brought HBO Max to approximately 90 territories globally.

The United Kingdom and Italy launches will follow Germany's market entry. Sky operates in both countries through licensing agreements similar to the German arrangement. These partnerships expire at various points during 2026, clearing distribution obstacles for direct HBO Max launches. Perrette characterized the upcoming period as approaching "availability in 100 markets," with Germany, Italy, and the UK representing the final major European territories outside HBO Max's footprint.

Ireland will launch simultaneously with the UK market. Together, these territories represent approximately 135 million potential subscribers across populations with established streaming consumption patterns. According to European streaming data analysis, platforms including Netflix, Amazon Prime Video, Disney+, and HBO Max demonstrate consistent viewing concentration patterns across European markets, suggesting successful content strategies transfer effectively between countries.

International advertising revenue shows stronger performance than domestic markets. Warner Bros. Discovery's third quarter 2025 earnings showed international advertising demonstrating "greater resilience across key markets, particularly in EMEA," according to the company's earnings announcement. Free-to-air television share increased in each of the last three full years through 2024, with Q3 2025 matching best-ever quarterly performance.

Technical infrastructure supports simultaneous global expansion

HBO Max operates on Warner Bros. Discovery's proprietary streaming technology platform developed over the past four years. This infrastructure enables rapid market launches without relying on third-party technology vendors. JB Perrette explained during the November 6 earnings call that launching multiple streaming applications—including the CNN All Access service and planned TNT Sports standalone app—requires minimal incremental investment because "to some extent, these are skins on essentially the same product platform."

The technology stack supports HBO Max's subscription tier variations. Standard subscriptions allow streaming on two devices simultaneously in Full HD resolution with 30 downloads for offline viewing. Premium subscriptions enable four concurrent streams in 4K UHD with Dolby Atmos audio (where available) and 100 downloads. Ad-supported tiers maintain similar technical specifications while inserting commercial inventory at lower subscription prices.

Advertising technology integration advances Warner Bros. Discovery's programmatic capabilities. The company operates its own ad tech through partnerships announced in September 2025, when RTL Deutschland and Warner Bros. Discovery Germany established joint sales operations for TV and digital inventories through El Cartel Brothers, a newly formed advertising sales house based in Munich. This arrangement reflects broader European media consolidation as companies build scale to compete with U.S. technology platforms.

Content delivery networks span multiple geographic regions to minimize latency and buffering. Unlike traditional broadcast systems with centralized transmission, streaming services distribute content through server networks positioned near population centers. This architecture proved essential during HBO Max's July 2025 expansion into 12 simultaneous markets, demonstrating the platform's capacity to scale rapidly across diverse geographic regions without performance degradation.

Corporate restructuring may influence German market strategy

Warner Bros. Discovery announced on June 9, 2025, plans to separate into two publicly traded companies by mid-2026. WBD Streaming & Studios will encompass Warner Bros. Television, Warner Bros. Motion Picture Group, DC Studios, HBO, HBO Max, and Warner Bros. Games under David Zaslav's leadership. WBD Global Networks will operate CNN, TNT Sports, Discovery Channel, and international television brands under Gunnar Wiedenfels as President and CEO.

The separation structure underwent subsequent evaluation. Warner Bros. Discovery's Board of Directors announced on October 21, 2025, a review of strategic alternatives including "proceeding with the planned separation, a potential transaction for the entire company, or separate transactions for the Warner Bros. and Discovery Global businesses." This review process coincides with HBO Max's German launch preparations, introducing uncertainty regarding long-term ownership structure.

Potential acquisition scenarios emerged through media reports during fall 2025. Various parties reportedly expressed interest in acquiring Warner Bros. Discovery assets, either as a complete entity or through separate transactions for the streaming/studio business versus the linear networks division. Zaslav acknowledged during the November 6 earnings call that "we have an active process underway" but declined to comment on specific interested parties.

The German launch proceeds regardless of ultimate corporate structure. HBO Max's international expansion serves multiple potential outcomes: strengthening the streaming business for independent operation, increasing valuation for potential sale, or maintaining growth momentum if the company remains unified. Perrette emphasized that expansion into Germany, Italy, and the UK will occur "early next year" regardless of separation timeline or strategic alternative conclusions.

Market positioning targets third-place streaming service ranking

Warner Bros. Discovery executives articulate clear competitive positioning for HBO Max in Germany. The service aims to establish itself as the country's third-largest streaming platform, trailing only Netflix and Amazon Prime Video. This target reflects both ambition and pragmatism—acknowledging market leaders' entrenched positions while claiming a distinct premium content niche.

Netflix maintains significant German market share through early entry and substantial local content investment. The platform launched German service in September 2014 and subsequently produced German-language originals including "Dark," "Barbarians," and "1899." Amazon Prime Video benefits from bundling with Amazon Prime shopping benefits, creating compelling value propositions for consumers already utilizing Amazon's e-commerce services.

Disney+ represents HBO Max's most direct competitor for premium content positioning. The service launched in Germany during March 2020 and offers Marvel, Star Wars, Pixar, and National Geographic content alongside general entertainment through the Star hub. However, Disney+'s family-oriented reputation contrasts with HBO Max's adult-skewing prestige programming, potentially allowing both services to coexist by serving different audience segments.

Emerging competitors include Paramount+ and Peacock, both planning European expansions. Apple TV+ maintains a small but growing subscriber base focused on original productions. Local German services like TVNOW (now RTL+) and Joyn provide additional competition, though primarily for German-language content rather than international entertainment. This fragmented landscape creates opportunities for well-positioned entrants with distinctive content libraries.

Consumer willingness to maintain multiple subscriptions supports new entrants. Heinze noted at the Medientage München conference that German household streaming subscription numbers continue rising, indicating "there's still room for improvement." Research data shows 77% of Germans use video streaming services weekly, demonstrating widespread adoption and comfort with multiple platform subscriptions.

The RTL Group acquisition of Sky Deutschland creates additional complexity in the German market. Thomas Rabe, CEO of RTL Group, stated in August 2025: "We grew our streaming revenue by almost 30 per cent, renewed our successful distribution partnership with Deutsche Telekom until 2030 and announced the acquisition of Sky Deutschland." RTL's digital advertising revenue surged 27% in the first half of 2025, positioning the combined RTL-Sky entity as a formidable competitor in both subscription and advertising-supported streaming models.

Content production investment secures long-term catalog growth

Warner Bros. Television production volume positions HBO Max for sustained content renewal. The studio maintains over 80 shows in production simultaneously, exceeding most competitors' development pipelines. Channing Dungey, Chairman and CEO of Warner Bros. Television, leads operations that received 14 Emmy Awards in 2025 for series including "The Penguin," which won nine awards, and "The Pitt," which earned Outstanding Drama Series recognition.

DC Studios content provides franchise tentpoles for audience attraction and retention. James Gunn and Peter Safran lead DC Studios through a coordinated universe approach spanning theatrical films, streaming series, and video games. "Superman," released theatrically in early 2025, established the foundation for this integrated strategy. "Supergirl" and "Clayface" completed production during 2025, with "Superman 2" script already completed according to Zaslav's November 6 earnings call remarks.

Harry Potter content represents HBO Max's most valuable franchise asset. The Harry Potter film series will stream exclusively on HBO Max following the German launch. More significantly, Warner Bros. Television develops a Harry Potter television series planned for 2027 debut. This series reimagines J.K. Rowling's novels as a multi-season prestige drama, potentially running seven seasons covering the seven books.

Original film production provides exclusive content unavailable on competing platforms. Warner Bros. Pictures' 2025 slate included "Superman," "Weapons," "The Conjuring: Last Rites," and "One Battle After Another," all subsequently streaming on HBO Max. The studio announced during the earnings call that "Gremlins 3" will release theatrically on November 19, 2027, with Steven Spielberg returning as executive producer and Chris Columbus directing.

Horror genre expertise differentiates Warner Bros. from competitors. New Line Cinema, the studio's horror division led by Richard Brener, produced "Weapons" and "The Conjuring: Last Rites," which together grossed more than $750 million globally in 2025. This horror content performs exceptionally well in streaming environments, consistently ranking among HBO Max's most-watched titles following theatrical windows.

Password sharing enforcement will influence subscriber growth

HBO Max implements account sharing restrictions similar to Netflix's successful program. The platform's terms of service limit account access to household members, with enforcement mechanisms detecting and restricting usage across multiple locations. JB Perrette indicated during the November 6 earnings call that "continued enforcement on the password-sharing side of the house, which both between the add-on member as well as just new subscriptions, is going to drive further ARPU upside."

Netflix demonstrated password sharing crackdowns generate substantial subscriber additions. The streaming leader's enforcement program, launched globally throughout 2023, converted unauthorized users into paying subscribers while maintaining retention rates among existing customers. Disney+ subsequently implemented similar restrictions during 2024, reporting positive results from account sharing limitations.

Technical implementation tracks viewing patterns across IP addresses and device locations. When the system detects account usage from multiple non-household locations, it prompts primary account holders to verify authorized users or purchase additional member slots. Warner Bros. Discovery developed these capabilities for HBO Max throughout 2024 and 2025, with phased enforcement beginning in mature markets before expanding to new territories.

The German launch will include password sharing restrictions from day one, avoiding the transition challenges experienced in established markets. This approach prevents building subscriber bases accustomed to account sharing, reducing friction associated with subsequent enforcement implementation. European markets generally accept subscription sharing restrictions as standard practice, particularly as multiple major platforms implement similar policies.

Advertising technology advances support revenue diversification

Ad-supported subscription tiers provide crucial revenue streams for profitability targets. Warner Bros. Discovery's streaming segment contributed over $1.3 billion in EBITDA during 2025, contrasting sharply with the $2.5 billion loss recorded three years prior. Advertising revenue played significant roles in this profitability transformation, with ad-supported subscriptions accounting for growing percentages of total subscriber bases.

The advertising infrastructure supports multiple formats including pre-roll, mid-roll, and pause ads. Warner Bros. Discovery maintains premium pricing compared to competitors, reflecting HBO Max's brand positioning and audience demographics. Perrette explained during the earnings call: "We do see ourselves, just like we talked about in the quality of content and storytelling side, we also see ourselves as a premium service and want to make sure we keep our premium rates in the marketplace."

Programmatic advertising integration enables automated buying across HBO Max inventory. The advertising technology developments in Connected TV markets demonstrate growing sophistication in streaming ad sales, with platforms implementing real-time bidding, audience targeting, and performance measurement capabilities comparable to digital display advertising.

Brand safety considerations influence advertiser relationships. HBO Max's content library includes mature-rated programming that may not align with all advertiser brand guidelines. The platform implements content categorization systems enabling advertisers to select programming genres and ratings appropriate for their brand positioning, balancing inventory monetization against advertiser requirements.

Timeline

• April 2020: HBO Max launches in United States, initially available only domestically
• June 2021: Service expands to 39 territories across Latin America and Caribbean
• October 2021: European launches begin with Nordics, Spain, and Andorra receiving access
• March 2022: Six additional Central and Eastern European countries gain HBO Max availability
• May 2023: Warner Bros. Discovery rebrands service as "Max" in U.S. market
• April 2025: HBO Max launches in Australia, ending licensing agreement with Foxtel
• June 2025: RTL Group announces €150 million acquisition of Sky Deutschland from Comcast, creating 11.5 million subscriber base
• July 2025: Platform expands to 12 countries including Baltic states and Mediterranean territories
• July 2025: Warner Bros. Discovery restores "HBO Max" branding globally, abandoning "Max" rebrand
• August 2025: RTL Group reports 27% digital advertising revenue growth as Sky acquisition progresses
• September 2025: RTL Deutschland announces Warner Bros. Discovery partnership and joint advertising sales house
• October 2025: Company confirms German launch planned for January 2026
• November 2025: Warner Bros. Discovery reports 128 million subscribers with strong Q3 2025 performance
• January 2026: HBO Max scheduled to launch in Germany following Sky partnership conclusion
• 2026: Platform will expand to United Kingdom, Ireland, and Italy, reaching approximately 100 global markets
• 2026: RTL-Sky Deutschland merger regulatory approvals expected to complete

Summary

Who: Warner Bros. Discovery, led by CEO David Zaslav and streaming chief JB Perrette, will launch HBO Max in Germany, ending a 15-year distribution partnership with Sky Deutschland. The German media company has distributed HBO content through its "Home of HBO" arrangement since approximately 2010.

What: HBO Max streaming service will debut in Germany during January 2026, offering HBO's premium series library, Warner Bros. theatrical films, Discovery factual entertainment, and selected sports content. The service will provide multiple subscription tiers including ad-supported, standard, and premium options with pricing expected to align with European market rates between €5.99 and €13.99 monthly.

When: The official launch occurs in January 2026 following the December 31, 2025 expiration of Sky Deutschland's HBO content licensing agreement. This timing forms part of broader European expansion including subsequent launches in the United Kingdom, Ireland, and Italy throughout 2026.

Where: The service launches across Germany, Europe's largest economy with 83 million residents. Germany represents one of the final major European markets outside HBO Max's current footprint, which already encompasses approximately 90 territories globally. The German launch precedes subsequent expansions into the UK, Ireland, and Italy.

Why: Warner Bros. Discovery pursues direct consumer relationships in Germany to optimize content monetization and brand positioning. The company targets 150 million global subscribers by end of 2026, with Germany essential to achieving this goal. Executive statements emphasize reaching broader audiences than Sky Deutschland's sports-focused distribution enabled, while positioning HBO Max as Germany's third-largest streaming service behind Netflix and Amazon Prime Video.