HBO Max Expanding European Operations: What You Need to Know

HBO Max is gearing up for a significant expansion across Europe, with plans to launch in Germany, Italy, Austria, Switzerland, Luxembourg, and Liechtenstein on January 13, 2026. Following this, the service will also be available in the U.K. and Ireland in early 2026. This move marks a major step for HBO Max, introducing its beloved content to millions of new viewers in key European countries.

JB Perrette, the CEO and president of Global Streaming and Games at Warner Bros. Discovery, expressed excitement about the expansion, stating, “We are thrilled to bring HBO Max and the stories that stick with you to new countries across Europe this January.” The service promises a strong lineup of U.S. and local HBO series, blockbuster movies, live sports, and real-life stories that are sure to capture viewers’ attention.

Since its initial launch in the U.S. in 2020, HBO Max has steadily expanded its reach to Latin America, Europe, Central Asia, and Asia Pacific. The upcoming launch in the U.K. and Ireland will complete its European rollout. As of Q3 2025, Warner Bros. Discovery reported an impressive 128 million streaming subscribers, reflecting the service’s growing popularity.

As part of the European expansion, HBO Max will introduce a slate of local HBO Original programming from Germany and Italy. Subscribers in these regions will also have the option to enhance their viewing experience with the Sports add-on, which provides access to Eurosport’s acclaimed coverage of sports events like tennis matches from the Australian Open and Roland-Garros, live cycling, winter sports, the FA Cup, and UFC coverage.

The expansion into new European markets is part of HBO Max’s ongoing efforts to bring its diverse content offerings to a global audience. With a mix of compelling international and local programming, along with access to popular sports events, HBO Max is positioning itself as a valuable entertainment destination for viewers across Europe and beyond.