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Data from research firm Roy Morgan reveals that the streaming service HBO Max, which launched in Australia on March 31st (initially branded as ‘Max’), has attracted an audience of 851,000 Australians aged 14 and older during its first full quarter online (April – June 2025).

In the broader subscription video on demand (SVoD) market, 17.6 million Australians (76.9 percent) accessed a streaming service in an average four-week period over the past year, marking an increase of 452,000 viewers (+3 percent) compared to the previous year. Netflix remains the leading service with 14,339,000 viewers (63 percent of Australians) in an average four weeks, more than double that of any other streaming platform.

The competition for second place is close, with Disney+ at 6,474,000 viewers (28 percent) slightly ahead of Prime Video with 6,464,000 viewers (28 percent), followed by Stan with 5,097,000 viewers (22 percent). DAZN’s service Binge ranks fifth with 2,754,000 viewers (12 percent).

Awareness of HBO Max is notable, with 9,201,000 Australians aged 14 and older (40 percent) recognizing the new service just over three months after its launch. Additionally, Roy Morgan’s research indicates that HBO Max is already the 14th most used service in the subscription video on demand market, trailing behind major players like Netflix, Disney+, Prime Video, Stan, Binge, Kayo Sports, Paramount+, YouTube Premium, and Apple TV+.

Analysis of HBO Max users shows that over a quarter (26.6 percent) belong to the AB Quintile, which is higher than other leading services such as Prime Video (25 percent), Disney+ (24.2 percent), Binge (23.3 percent), Netflix (22.6 percent), and Stan (21.8 percent). Roy Morgan CEO Michele Levine notes that HBO Max has successfully attracted an affluent audience base of nearly 1 million Australians in its initial three months, stating: “HBO Max launched in Australia at the end of March, amidst a highly contested Federal Election campaign, and has made a large impact during its first three months by attracting a viewing audience of over 850,000 in its first full quarter (June quarter 2025).”

Levine highlights the affluence of HBO Max viewers, with an average household income of A$127,000 (€71,000), which is six percent higher than the national average. Furthermore, 26.6 percent of HBO Max viewers belong to the top AB socio-economic quintile, a higher proportion than any other leading streaming service. The audience also skews younger, with over half (53 percent) being Millennials or Gen Z (those under 45), and women aged 25-34 are notably over-represented in HBO Max’s audience share.

“Perhaps most importantly for the future growth of the service is that awareness is high – over 9.2 million people (40 percent of Australians aged 14+) are aware of HBO Max – a pool of potential subscribers more than ten times larger than the current user base,” Levine concluded.

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