HBO Max refines prices for European launch, adds more countries

By Supantha Mukherjee

STOCKHOLM (Reuters) – HBO Max is stepping up price competition with Netflix and Disney for the streaming service’s next European launch, and adding more countries to its launch list.

The service, owned by AT&T Inc, will initially be available in Sweden, Denmark, Norway, Finland, Spain and Andorra from October 26, followed by 21 more countries over the next year, up by compared to its previous launch plans in 14 countries. .

Subscribers will be able to watch upcoming Warner Bros. movies. – such as “King Richard” with Will Smith and “The Matrix Resurrections” by Keanu Reeves – on HBO Max 45 days after theatrical release. Nordic subscribers will be able to watch films from this year and more from next year.

“We are lowering prices by around 20% in the Nordic region and maintaining prices in Spain,” HBO Max EMEA chief executive Christina Sulebakk told Reuters on Tuesday.

In Sweden, monthly subscriptions will increase to 89 crowns ($ 10.20) from 109 currently for HBO Nordic, she said.

HBO Max, which launched in the US last year, will replace regional networks like HBO Nordic and bring more content from Warner Bros., HBO, DC, and Cartoon Network.

Along with original shows such as “Game of Thrones”, “The Sopranos”, “Succession” and “Sex and the City”, it will feature upcoming international original shows such as “Kamikaze” from Denmark, “Todo lo Otro” from Spain “Romania” Ruxx “,” The Informant “in Hungary and” Still Here “in Poland.

Monthly plans for Netflix and Disney Plus start at Kroner 89. However, a discounted annual HBO Max plan will cost 699 crowns, less than the 890 crowns billed by Disney Plus.

Apple TV + costs 59 crowns per month and Viaplay from its regional rival NENT starts at 129 crowns.

While HBO Max offers multiple packages at different price points in the US and Latin America, Europe will only have one package. The premium US plan costs $ 14.99 per month.

“It’s full flavor… we’re not introducing a core level, nor are we introducing an ad-supported model,” Sulebakk said.

($ 1 = 8.7238 Swedish kronor)

(Reporting by Supantha Mukherjee, European correspondent for technology and telecommunications, based in Stockholm; edited by Mark Potter)

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