We knew it was coming this year, but we're now one step closer to the long-awaited Australian arrival of HBO's streaming platform Max, with media agency EssenceMediacom appointed by Warner Bros. Discovery to handle the service's local media strategy.
As reported by Mumbrella, Max is expected to hit Aussie shores in the first half of 2025, bringing with it a vast media portfolio comprised from the likes of HBO, Warner Bros., Discovery, the DC Universe, Animal Planet and more.
“When Max arrives in Australia, it will be home to some of the world’s best and most loved content,” said Warner Bros. Discovery's Sasha Mackie, senior director of marketing for Australia.
Thankfully, it seems EssenceMediacom has the chops to bring Max home, having secured the gig following a competitive pitch. “This premium value proposition needs a media agency who is up to the task of getting that message out far and wide, and we think EssenceMediacom is the agency to do that," said Mackie.
What to expect from Max
With the arrival of Max in Australia, Warner Bros. Discovery is looking to take a much more direct approach to bringing its content to Aussie subscribers. What this means for the Foxtel Group, which currently has exclusive content rights to WBD's library as part of a multi-year rights deal, remains to be seen.
Speaking at a conference last year, Warner Bros. Discovery APAC president James Gibbons discussed the company's "longstanding and really important relationship with Foxtel," but went on to say "I think the time has come for us to expand that into the DTC [direct-to-consumer] space".
Of course, it's entirely possible that Max can co-exist alongside Foxtel, which still operates as a pay TV company, as well as Binge, which is known as Australia's home of HBO and Max content, but offers a wide variety of TV shows and films from other sources.
We'll keep you posted on any developments as they happen, but while we wait for Max to launch in Australia, you can sign up to Binge from one of the options below.
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