HBO Max Expands to Central, Eastern Europe and Portugal

By Jessica Lerner 

HBO Max expanded to 15 more European nations Tuesday—including the Netherlands, Portugal, Hungary, Poland, and Romania—and is now accessible in 61 territories worldwide.

The platform debuts with a promotion that saves consumers in Central and Eastern Europe and Portugal over 30% on their monthly membership fee for the duration of their subscription. HBO Max is launching in the Netherlands with two levels, each offering 50% off the standard monthly subscription fee for the duration of the subscription. The standard tier and basic tier subscriptions cost €3.99 per month and €2.99 per month, respectively.

“From today, HBO Max is streaming in 21 European countries with Central and Eastern Europe, Portugal and the Netherlands joining the Nordics, Spain and Andorra where we launched the platform last year,” said Christina Sulebakk, general manager of HBO Max EMEA. “Central and Eastern Europe is where it all began for our European business back in 1991 with our first linear channels and we’re pleased that today, more than 30 years later, we’re bringing fans in the region a completely new way to access all their favorite entertainment.”


“In under 24 months we have built a scalable streaming business present in 61 territories and counting. International is going to continue be an important part of our global growth story going forward” said Johannes Larcher, head of HBO Max International.

HBO Max debuted in the United States in May 2020 and is rapidly expanding abroad. In June 2021, it rolled out in 39 Latin American and Caribbean regions, and in October 2021, it expanded to the Scandinavian countries, Spain, and Andorra. HBO Max will launch in Turkey, Greece, Iceland, Estonia, Latvia and Lithuania later this year, and there are plans to expand to Southeast Asia in the future.

As of January, HBO and HBO Max have 73.8 million global subscribers.