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

HBO Max has hit a milestone in the U.K., with 1.5 million subscribers signing up in just the first five days after its launch on March 26. This surge in sign-ups is thanks in part to TNT Sports content, including major soccer events in early April. The platform is on track to reach an impressive 6 million activated subscribers in the U.K. by the end of 2026, cementing its position as the fourth largest streaming service in the region.

In the past, Sky, owned by Comcast, had exclusive rights to HBO content and Warner’s movie library in the U.K. and Ireland. While that exclusivity has lifted, Sky remains a crucial partner for HBO Max. About 77% of HBO Max’s U.K. activations come from existing Sky or NOW households, highlighting the strength of Sky’s customer base.

One standout feature of Sky is its longer-term subscriber contracts, typically around 24 months, which help reduce churn rates for partner services. This is important in a market where nearly half of U.K. streaming subscribers who signed up in Q1 2025 had churned within a year.

Interestingly, 12% of HBO Max subscribers had cancelled at least one service in March before signing up. The top platforms people switched from were Disney+ (36%) and Prime Video (17%). However, switching from NOW was much lower at 4%, indicating that the platform’s bundling is effectively retaining its subscriber base, at least for now.

Additionally, new HBO Max customers are already subscribed to Paramount+ (68%), Netflix (68%), Discovery+ (53%), Disney+ (46%), and Sky Sports (32%). Overall, HBO Max is seeing great early success, with users integrating it into their existing streaming lineup rather than replacing other services.

It’s clear that HBO Max is off to a strong start in the U.K., and the data supports its promising future in the competitive streaming landscape.