Ampere: HBO Max Attracts 1.5 Million U.K. Subscribers in First Five Days, Boosted by Comcast’s Sky

HBO Max is off to a strong start in the U.K., with 1.5 million subscribers signing up in just the first five days following its March 26 launch. This initial surge in sign-ups highlights the platform’s appeal, especially with its inclusion of TNT Sports content and major soccer competitions in early April. According to Ampere Analysis, HBO Max is on track to hit their projection of 6 million activated subscribers in the U.K. by the end of 2026, positioning it as the fourth largest streaming service in the region.

Previously, Comcast-owned Sky had exclusive rights to HBO content and parts of Warner’s movie collection in the U.K. and Ireland. While that exclusivity is no longer in place, Sky continues to be a key partner for HBO Max. In fact, about 77% of HBO Max’s U.K. sign-ups are coming from existing Sky or NOW households, which speaks to the loyalty of Sky’s customer base, as per Ampere.

Sky’s strategy of longer-term subscriber contracts (typically around 24 months) plays a key role in reducing turnover for partner services. In a market where nearly half of U.K. streaming subscribers who signed up in Q1 2025 had churned within a year, this approach is significant. Interestingly, around 12% of HBO Max subscribers had canceled at least one service in March before joining. Disney+ (36%) and Prime Video (17%) saw the most platform switching, while switching from NOW was relatively low at 4%, suggesting their bundling strategy is helping maintain their subscriber base in the short term.

Aside from HBO Max, new customers are also subscribing to Paramount+ (68%), Netflix (68%), Discovery+ (53%), Disney+ (46%), and Sky Sports (32%). Senior analyst, Mayssa Jamil, noted that HBO Max is seeing strong initial adoption, with users integrating it into their existing array of streaming services rather than replacing others.

All in all, HBO Max’s early success in the U.K. indicates promising growth and user engagement, showing a preference for adding to rather than replacing existing streaming subscriptions. Sky’s role as a distribution partner and its bundling strategy are key components in maintaining customer bases amidst the ever-evolving landscape of cord-cutting.