As HBO Max continues its expansion across Europe, the company's leadership remains optimistic despite the ongoing sale of Warner Bros. Discovery in the United States. Their primary focus is on engaging viewers in eight new markets, including Italy and Germany, by emphasizing the unmatched quality of their programming.

During the launch event in Rome, CEO JB Perrette expressed enthusiasm about the platform's progress, describing this period as one of the most exciting in over four years of gradual rollout. He highlighted that HBO Max now boasts its strongest lineup ever, with plans for even more impressive content through 2026 and into 2027.

Content strategy remains central amid uncertain sale outcomes. Casey Bloys, head of HBO and Max content, emphasized that regardless of who acquires the company, the priority is maintaining high-quality shows. “The job is what we control,” he noted, “and delivering great content is the best response, whatever the future holds.”

Perrette also pointed out that HBO Max's European expansion is timely, as the company has refined its offering based on market insights. He explained that unlike competitors who provide broad volume and variety, HBO Max has adopted a more targeted and curated approach, aiming to deliver a sharper, more distinctive streaming experience.

Since its initial launch in the U.S. in 2020, HBO Max has broadened its reach to Latin America, Europe, and Asia. Warner Bros. Discovery reported over 128 million global streaming subscribers by the third quarter of 2025. The platform’s European rollout now includes the UK and Ireland, completing the continent’s Western markets, with plans to assess further expansion into Asian territories.

The lineup of new content in Germany, Italy, Austria, Greece, and Israel is particularly compelling. Subscribers can look forward to the “Game of Thrones” prequel “A Knight of the Seven Kingdoms,” debuting on January 19 in Europe—simultaneously with the U.S. launch. Additionally, the streaming service will feature “Heated Rivalry,” a romantic ice hockey series premiering on February 13 during Italy’s Winter Olympics in Milan-Cortina, which HBO Max will broadcast live from February 6 to 22. The Olympics are expected to draw significant viewership, as HBO Max is the official streaming platform for the event.

In terms of popular titles, viewers can indulge in series such as “The Pitt,” “It: Welcome to Derry,” “House of the Dragon,” “The Last of Us,” “The White Lotus,” and “Euphoria.” The platform also offers major films including “Superman,” “The Batman,” “Dune,” and the “Harry Potter” franchise.

Italy’s original productions are also part of the strategy. The first Italian series, “Portobello,” directed by Marco Bellocchio and set for release on February 20, explores a significant miscarriage of justice in Italy and received critical acclaim at Venice. Future projects include “In Utero,” a series set in a Barcelona fertility clinic, starring Sergio Castellitto, and produced in partnership with ITV’s Cattleya and Paramount Television International.

Perrette indicated that HBO Max’s investment in Italy will be robust and increasingly focused on local content. Bloys added that the goal is to develop the best possible Italian and German shows, emphasizing quality over international appeal: “If a show resonates elsewhere, that’s a bonus. But the priority is creating the best local content—if it’s good, it can succeed globally.”

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