JB Perrette, president/CEO of global streaming and games at Warner Bros. Discovery, shared details of the company’s upcoming standalone streaming service, Max, in Europe at the Series Mania Festival. The service is set to launch in the Nordics, Iberia, and Central and Eastern Europe in May, with plans to expand to France, Poland, the Netherlands, and Belgium before the Olympic Games in July.
Perrette outlined the company’s strategy for Max in Europe, emphasizing the importance of profitability and sustainable growth. He discussed the success of the service in the U.S. and the company’s goal of reaching profitability by 2025. Warner Bros. Discovery has already made significant investments in French content, including local theatrical productions.
The launch of Max in Europe will include different subscription plans, including one with advertising at a lower price point. Original programming is a key focus for the service, with a combination of international and local storytelling to appeal to a global audience. The company plans to offer a mix of original content that will be available globally on Max, as well as local shows for specific markets.
Overall, Warner Bros. Discovery aims to establish itself as one of the top global streaming services, with a strong emphasis on original content and partnerships with key players in the industry. The company’s international rollout of Max is a key part of its long-term growth strategy.
