WarnerMedia is taking a page out of the international playbook of HBO for the global rollout of upcoming streaming service HBOMax
in the London morning, giving Sky continued access to HBO content for its Sky Atlantic network and Now TV streaming service in its European territories, namely the U.K., Ireland, Italy, Germany and Austria. That will include HBO Max shows that Sky and HBO co-produce under an expanded co-production relationship. later in the day also announced that it has extended its deal with HBO, which will now include HBO Max content.
He also promised that plans for HBO Max's international expansion would "refine themselves over the course of the next year," signaling that due to content rights in foreign markets "the nature of the offering will be scaled down" and monthly subscription prices would be lower than the U.S. price of $14.99.
Hal Vogel, CEO of Vogel Capital Management and a former entertainment industry analyst, similarly said he suspected that a "rollout in these overseas markets is just too much to financially and operationally tackle at this time." Picking and choosing where to launch HBO Max and go up against the likes of Netflix makes sense in that context.
Harrington believes Sky was willing to pay up to keep HBO's content given that prestige and what the streaming wars have meant for content from other entertainment giants. "Given that Sky's Disney/Fox deal will be severely downgraded going forward due to so much content destined for Disney+, there would have been a willingness on their part to hold onto, pay more for the ultimate in premium content," he says.
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