UPDATE: In a stunning reveal, HBO Max has captured 851,000 users in Australia within its first full quarter following launch, demonstrating a powerful start in the competitive streaming market. The streaming giant, part of Warner Bros. Discovery, is now focused on sustaining this momentum and expanding its market share.
Michael Brooks, General Manager of Warner Bros. Discovery ANZ, emphasizes the urgency of the task ahead. “We’re now positioning ourselves for that next stage of growth and momentum,” he stated. The platform debuted just six months ago, and the early results indicate significant potential for long-term success.
Recent data from Roy Morgan shows that HBO Max’s awareness has surged to 9.2 million Australians, with a notably affluent audience—26.6% belong to the A/B socio-economic group, boasting an average household income of $127,000. More than half of its users are under 40, a demographic rich with potential for engagement and growth.
Brooks acknowledges the challenge of maintaining this trajectory, stating, “We definitely need to keep up the momentum, that’s very true.” The focus will be on delivering high-quality content that resonates with viewers, with notable upcoming releases including the much-anticipated series “It: Welcome to Derry” and season two of the Emmy-winning “The Pitt.”
Looking ahead to 2026, HBO Max plans to unveil a “mega-slate” featuring new seasons of “House of the Dragon,” “Euphoria,” and an exciting Big Bang Theory spin-off titled “Stuart Fails To Save The Universe.” These strategic content investments are expected to solidify the platform’s position in the market.
Despite the success, Brooks assures that there are no immediate plans for a subscription price hike. “I think pricing, and being sensitive to pricing, is always something we’ll monitor,” he explained. The current strategy is aimed at ensuring customer satisfaction while maximizing the value of their offerings.
Local content production is also a priority for HBO Max. Brooks stated, “We are absolutely focused on creating our own local originals,” while hinting that these projects will be scripted-focused. However, he cautioned that producers should not rush to submit pitches just yet, as discussions are still in the early stages.
Partnerships remain crucial for HBO Max’s growth strategy, particularly its collaboration with Nine Entertainment, which supports the ad-supported tier. “It’s early days,” Brooks added, stressing the importance of monetizing service performance as they navigate the complexities of a new market.
On September 4, 2023, HBO Max further expanded its reach by becoming available in Australia via Prime Video as an add-on subscription, showcasing titles from HBO, Warner Bros., and DC. This strategic move aims to enhance accessibility and attract a broader audience.
Brooks is clear about the company’s ambitions for the next twelve months: “We want to be a top three player. We can get there and we will get there.” He remains optimistic, citing past successes in other regions as a benchmark for what’s possible in Australia.
The larger goal set by JB Perrette, CEO of Global Streaming and Games at Warner Bros. Discovery, is for HBO Max to achieve profitability within three years of its launch. Brooks maintains a confident stance on this target, stating, “We set ambitious targets for HBO Max in Australia, and these first few months in market have exceeded our expectations.”
As HBO Max navigates its early growth phase, all eyes will be on how the platform adapts to the fiercely competitive streaming landscape. With a strong content pipeline and strategic partnerships, HBO Max is poised to make significant strides in the coming months.
Stay tuned for updates as this story develops!
