Warner Bros. Discovery has revealed plans to expand HBO Max into several new European markets, including Germany, Italy, Austria, Switzerland, Luxembourg, and Liechtenstein starting January 13, 2026. The company also confirmed that HBO Max will launch in the U.K. and Ireland in early 2026.

This expansion will introduce the streaming service to millions of new viewers across key European countries. JB Perrette, CEO and president of global streaming and games at Warner Bros. Discovery, stated that the timing aligns with a strong lineup of U.S. and local HBO series, major international films, and coverage of the Olympic Winter Games. He emphasized that subscribers will have direct access to popular series, blockbuster movies, live sports, and real-life stories.

HBO Max first launched in the United States in 2020 and has since expanded to regions including Latin America, Europe, Central Asia, and Asia Pacific. The upcoming launches in the U.K. and Ireland will complete the service’s European rollout. As of the third quarter of 2025, Warner Bros. Discovery reported a total of 128 million streaming subscribers.

As part of the European expansion, the company announced new local HBO original programming from Germany and Italy. Subscribers will also have the option to add a sports package, providing access to Eurosport’s coverage and premium sports content. This includes:

• Every tennis match from the Australian Open and Roland-Garros
• Over 300 days of live cycling, featuring every stage of the Tour de France
• Winter sports coverage in Germany and Italy, including World Championships and World Cup events
• Additional coverage in Italy, such as the FA Cup and UFC events

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