HBO Max Confirms January 2026 Launch in Germany and Italy as Part of Major European Expansion

Warner Bros. Discovery (WBD) has officially confirmed the expansion of its streaming service, HBO Max, into several crucial European markets. The highly anticipated launch is scheduled for January 13, 2026. This strategic move will bring the platform to Germany, Italy, Austria, Switzerland, Luxembourg, and Liechtenstein. This rollout significantly advances the service’s European footprint, leaving only the United Kingdom and Ireland awaiting their launch, which is slated for early 2026.

The entry into Germany and Italy was previously held back due to existing exclusive distribution agreements. Specifically, deals with Sky had been in place since October 2019. Fortunately for WBD, the long-standing partnership with Sky Deutschland, which has spanned approximately 15 years, is set to conclude at the close of 2025. This termination clears the path for HBO Max to commence operations in Germany starting in January 2026. Subscribers in these new territories will have access to a tiered pricing structure, including a Basic plan supported by advertising, a Standard option, and a Premium tier, with an optional add-on package available for sports content.

This expansion timing is particularly astute, coinciding with the buildup to the Milano Cortina 2026 Winter Olympic Games, scheduled from February 6 to February 22, 2026. Warner Bros. Discovery is poised to leverage this event by offering live coverage of all 116 medal events to every HBO Max subscriber across Europe. This inclusion represents a substantial value proposition for attracting new users in these newly launched regions. Furthermore, the platform will feature highlights from the Milano Cortina 2026 Paralympic Winter Games, which are set to take place from March 6 to March 15.

To generate immediate local interest and drive adoption in these new territories, WBD has greenlit several original productions tailored for local audiences. In Germany, upcoming content includes the crime drama “4 Blocks Zero” and the series “Banksters,” alongside a documentary focusing on the theft of the “Big Maple Leaf” gold coin. Italy will see the debut of a drama addressing a judicial miscarriage of justice and a series titled “Portobello.” These localized investments are designed to foster deeper user engagement by offering culturally resonant programming alongside the established US premium catalog.

The overarching strategy involves blending high-quality US-produced content with robust local programming, a combination intended to make a significant impact on the competitive European streaming environment. This expansion phase occurs against the backdrop of Warner Bros. Discovery’s planned corporate restructuring, anticipated for mid-2026, which will see the conglomerate split into two distinct publicly traded entities. David Zaslav, the CEO, is set to lead the combined “Streaming and Studios” division, which will encompass HBO Max. As of the first quarter of 2025, WBD reported a total of 122.3 million streaming subscribers, marking an increase of 5.3 million subscribers over the preceding quarter.