HBO Max pins hopes on Friends and Harry Potter to win UK streaming war
Why it matters: The UK streaming war intensifies as HBO Max leverages iconic content and strategic deals to win subscribers.
- HBO Max is entering the UK market with a strategy focused on a vast library of established hits like Harry Potter, Friends, and HBO classics, aiming to be a "must-have" service.
- Warner Bros Discovery (WBD) is banking heavily on the exclusive Harry Potter TV series, brought forward to this Christmas, which Ampere Analysis head of media Matt Trickett identifies as a "key trigger point" due to its massive intellectual property value.
- JB Perrette, global head of WBD’s streaming and games business, emphasizes the new ability for consumers to directly access their desired content, a shift from their previous lock-step arrangement with Sky.
- HBO Max is undercutting rivals like Netflix and Disney+ with a £4.99 ad-supported package, and also offers a bundled deal through Sky that includes other major streamers for £24 a month, slightly more than individual subscriptions but offering convenience.
HBO Max has launched in the UK, banking on its extensive library of beloved franchises like Harry Potter and Friends, alongside competitive pricing and strategic bundling deals with Sky, to carve out its niche in a saturated streaming market. While Warner Bros Discovery (WBD) hopes to attract direct subscribers with exclusive new content and a lower price point, its complex, evolving relationship with Sky means some popular HBO shows remain with the pay-TV giant, highlighting the delicate balance between direct-to-consumer and partnership strategies.
