UPDATE: HBO Max has announced ambitious plans to secure a top-three position in Australia’s competitive streaming market following a stellar launch six months ago. With 851,000 Australians aged 14 and older accessing the service in its first full quarter and awareness soaring to 9.2 million, the platform is poised for significant growth.
In a recent interview, Michael Brooks, General Manager of Warner Bros. Discovery ANZ, emphasized the importance of maintaining momentum in this fast-paced environment. “We’re now positioning ourselves for that next stage of growth and momentum. It’s been a rocketing start,” Brooks stated. As competition heats up in Australia’s crowded streaming landscape, HBO Max must convert its early success into lasting market share.
The platform’s strategy relies heavily on high-quality content rather than sheer quantity. With an average household income of $127,000 and over half of its audience under 40, the service is targeting a young, affluent demographic. Brooks highlighted upcoming titles such as the highly anticipated It: Welcome to Derry and a “mega-slate” of new content including House of the Dragon and a spin-off of The Big Bang Theory, set to keep viewers engaged.
As HBO Max seeks to solidify its presence, Brooks confirmed that there are no plans for a subscription price hike for now, stating, “We’re really confident with the pricing that we entered the market with.” However, he acknowledged that local content is critical to their strategy, indicating a focus on developing original Australian productions in the near future.
Partnerships remain central to HBO Max’s growth plans. The collaboration with Nine Entertainment is crucial for its ad-supported tier, and Brooks noted, “Digital ad sales is a huge growth business.” Currently, about a third of HBO Max subscribers in Australia are on the ad tier, a significant market segment the platform aims to capitalize on.
Looking ahead, Brooks expressed confidence in HBO Max’s ability to achieve its targets. “We want to be a top three player,” he asserted. “Is it going to be in the next 12 months? Well, we’ll wait and see. We’re certainly ambitious about that.”
As September 4 marked the announcement of HBO Max’s availability through Prime Video as an add-on subscription, the platform is keen on expanding its reach. With a focus on profitability, Brooks acknowledged the ambitious targets set by CEO JB Perrette for the platform to become profitable within three years.
With these developments unfolding, HBO Max is positioned to transform its initial success into sustainable growth. Stay tuned for updates on how this streaming giant navigates the competitive landscape in Australia.
