Max, the new streaming platform from Warner Bros. Discovery, has made an impressive debut in the Australian market, according to early results shared by the company.
Michael Brooks, General Manager at Warner Bros. Discovery Australia and New Zealand, said the platform’s premium positioning is striking a chord with local audiences. Max launched in Australia on March 31, 2025.
While no figures were shared, Brooks said: “Max has had a strong start since launch. The premium content offer is resonating with Australians and we’re seeing solid engagement across all price plans, demonstrating appetite for the service across different consumer groups.
“The ad supported proposition is also proving popular with high interest from clients across several sectors.”
Michael Brooks
The service’s deep library of HBO content has been a major driver of engagement, with blockbuster series quickly becoming audience favourites.
“HBO content has always been incredibly popular here and is driving strong viewership, with The Last of Us currently the most watched title on the service. Other top performing titles since launch include The White Lotus, Game of Thrones, Twisters, The Pitt and The Big Bang Theory,” Brooks said.
The strong early performance of Max is a significant moment for Warner Bros. Discovery in Australia as it competes in an increasingly crowded streaming landscape, where brand strength and content depth are critical to winning and keeping subscribers.
While in Australia for the launch for Max, president of Warner Bros Discovery for the APAC region, James Gibbons told Mediaweek, the next phase of Max would be to add local content to the slate.
“Our sweet spot has to be premium storytelling. That might be scripted or unscripted, but the quality perception must align with what HBO has done with Game of Thrones, Euphoria, or The White Lotus. Whatever we produce locally has to fit that definition.”