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HBO Max commits to more European launches in 2022

Streamer announces plans to launch in an additional seven countries, and sets target of 190 countries worldwide by 2026

HBO Max has announced plans to launch in an additional seven European countries in 2022.

The streamer debuts in Sweden, Denmark, Norway, Finland, Spain and Andorra on 26th October, with Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Hungary, Moldova, Montenegro, North Macedonia, Poland, Portugal, Romania, Serbia, Slovakia and Slovenia all previously announced to follow in 2022.

The company has now announced plans to debut the streaming service in seven additional countries next year, including the Netherlands, Turkey, Greece, Iceland, Estonia, Latvia, and Lithuania.

WarnerMedia has set a target of launches in 190 countries by 2026 – although they haven’t revealed whether that target includes the UK or Germany, where current licensing deals with Sky mean HBO Max is unlikely to arrive until at least 2025.

HBO Max intends to roll out on a new, global technology platform, bringing with it what the company describes as an “enhanced streaming experience with new product features and functionalities, serving up content tailored to individual users through bespoke curation and recommendations”.

Subscribers will also be able to customise their HBO Max profile, while parents will be able to create kids’ profiles, with parental controls to ensure each child is watching age-appropriate content.

HBO Max will be available to watch on a range of devices through various distribution partners and on desktop via

“We have been entertaining fans in Europe since our first HBO TV channel launched in Hungary back in 1991 – and have been streaming on the continent for more than a decade with our HBO branded streaming services. HBO Max represents the arrival of a new service that will take this to another level, offering an enhanced viewing experience and a much broader content line-up of the best entertainment for all the family at a very attractive price point. We are delighted to be bringing HBO Max to Europe for fans and customers to enjoy,” said Christina Sulebakk, general manager, HBO Max EMEA.