HBO Max is leaning into partnerships as it builds out its European footprint, clinching a deal with Prime Video to distribute the service in Italy, Germany, and Austria.
The news comes as the Warner Bros. Discovery-owned streaming service arrives in Italy, Germany, Austria, Switzerland, Luxembourg, Liechtenstein, Israel, and Greece. Its partners include Amazon in Italy, Germany, and Austria; RTL+ in Germany; waipu.tv in Germany; TIM in Italy (coming soon); Sunrise and Swisscom in Switzerland; Hot and Yes in Israel; and Vodafone in Greece.
HBO Max is now available in over 100 countries worldwide and will be accessible across all of Europe, with the U.K. and Ireland remaining and coming at the end of March. The platform will deliver coverage of the Olympic Winter Games across the region with the option for a Sports add-on delivering content from Eurosport. Local originals include Portobello from Italy and Banksters from Germany.
JB Perrette, CEO and president of global streaming and games at Warner Bros. Discovery, said: “It is exciting to kick off the New Year by expanding into some of the biggest economies in the world, as we continue to deliver HBO Max to new viewers. Fans in these markets have a lot to look forward to, with some incredible titles and events coming to the platform. Next up is the launch of HBO Max in the U.K. and Ireland in late March, which will complete HBO Max’s rollout across Europe.”
The Prime Video alliance in Italy, Germany and Austria builds on a prior agreement for France, Spain, the Netherlands, Sweden, and Belgium. It makes HBO Max available as an add-on subscription for Prime Video customers.
Qaisar Rafique, EVP and head of commercial development for EMEA and APAC at Warner Bros. Discovery, commented, “2026 is a huge year for HBO Max as we launch in some of the world’s biggest economies. Prime Video’s vast reach will help us entertain as many people as possible in these new markets. This collaboration is a testament to the quality of our storytelling, the undeniable demand for our award-winning content, and that HBO Max is the go-to destination for moments you won’t get anywhere else.”
“We’re very pleased to welcome HBO Max to Prime Video in Italy, Germany and Austria,” said Elisabetta Carruba, director of Prime Video Channels in EMEA. “HBO is synonymous with top quality programming; the addition of HBO Max as an add-on subscription to our existing catalogue of world-class series, blockbuster movies and live sport is an important step in our aim of becoming the first stop entertainment destination for our customers.”
HBO Max is also available as an add-on in the U.S., Mexico, and Colombia.
