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Max to launch in Europe beginning May 21 – 4K moving to Premium plan

21 Mar 2024 | Rasmus Larsen |

Max will start its expansion into Europe on May 21 with the first 20 European countries. It will offer four plans including a cheaper plan with ads. 4K HDR is moving to the Premium plan.

On May 21, Max will launch across the Nordics, Iberia, and Central and Eastern Europe. Launches will follow "closely after" in Poland, the Netherlands, France, and Belgium, but the date has yet to be confirmed for these four countries.

The combined HBO Max and Discovery+ streaming service will be called Max in all regions except Netherlands and Belgium where it will be called HBO Max.

- "Max is the streaming home of Warner Bros. Discovery and builds on our long heritage in Europe, bringing together an incredible breadth and depth of culture-defining entertainment from our services and networks, all in one place. The unrivalled content we've got on Max from 'House of the Dragon' to Olympic Games Paris 2024 and beyond means whatever your mood or the occasion, Max has something great for everyone, every time," said JB Perrette, CEO and President of Global Streaming at Warner Bros Discovery.

Four subscription plans

We still do not know how much Max will cost in Europe but we know that there will be a new subscription plan structure:
  • Max – Basis with Ads
  • Max – Standard
  • Max – Premium
  • Max – Sport At least in some regions (and possibly all), the existing 50% discount from the launch of HBO Max will still apply under the same terms. It will no longer be honored if you your change subscription plan.

    Ads and sports

    Besides the bigger content catalogue with HBO Max' films, series and documentaries combined with Discovery's entertainment and reality content, the biggest change will be the addition of sports and ads. The cheaper ad-supported plan will launch first in nine countries. If you want 4K Dolby Vision and Dolby Atmos, you will need to upgrade to the Premium plan. As for sports, Max will offer all live broadcasts from the Paris Olympic Games 2024 in all 25 countries announced today. In addition, Max will offer international and European sports such as Grand Slam - Australian Open, Roland-Garros, The Championships, Wimbledon, US Open, cycling's three Grand Tours - Giro d'Italia, La Vuelta a España, and the Tour de France in some or all regions. FlatpanelsHD will return with more details closer to the launch.

    Max: The four subscription plans

    In the company's own words: Max will offer a choice of different plans, plus a Sports Add-On which may be added to any base plan**. Full details about pricing will be announced in the coming weeks and will vary country by country. Basic with Ads Plan: This plan will allow users to enjoy Max at a lower price and will include advertising. It will be available first in nine European countries, before expanding to others. The first countries where the Basic with Ads plan will be available are Norway, Sweden, Denmark, Finland, Netherlands, Romania, Poland, France and Belgium. Users will be able to stream content on 2 devices simultaneously. Content will be available in Full HD resolution. Standard Plan: Users can stream content on 2 devices simultaneously. Content will be available in Full HD resolution. This plan will allow up to 30 downloads of available content to watch offline. Premium Plan: Provides the best consumer experience. Users can stream content on up to 4 devices simultaneously. Full HD or 4K resolution and with Dolby Atmos sound (as available). This plan will allow up to 100 downloads of available content to watch offline. (Limits apply) Sports Add-On: The Sports Add-On will provide coverage of top sports events including Grand Slam tennis, cycling's Grand Tours, 24 Hours of Le Mans, the live linear networks Eurosport 1 and Eurosport 2 and much more. Customers should check local listings for rights availability in their countries. The Sports Add-On is sold as an add-on to any base plan. Users can stream sports content on 2 devices simultaneously (of their available base plan streams).
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