HBO Max sharpens prices for European launch, adds more countries

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STOCKHOLM, Oct 5 (Businesshala) – HBO Max is competing on prices with Netflix (NFLX.o) and Disney (DIS.N) for the streaming service’s upcoming European launch, and is adding more countries to its launch slate. Is.

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The service, owned by AT&T Inc. (TN), will initially be available in Sweden, Denmark, Norway, Finland, Spain and Andorra from October 26, followed by 21 more countries next year, following its previous plans to launch. is above. in 14 countries.

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45 days after the theatrical release, members will be able to watch upcoming Warner Bros. movies – such as “The Matrix Resurrections” from “King Richard” starring Will Smith and Keanu Reeves – on HBO Max. Nordics members will be able to watch movies from this year and others from next year.

“We are slashing prices in the Nordic region by about 20% and maintaining prices in Spain,” Christina Sulebak, HBO Max’s EMEA general manager, told Businesshala on Tuesday.

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In Sweden, monthly subscriptions for HBO Nordic will drop from the current 109 Crowns to 89 Crowns ($10.20), she said.

HBO Max, which launched in the United States 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 like “Game of Thrones,” “The Sopranos,” “Succession,” and “Sex and the City,” it will feature upcoming international original shows such as Denmark’s “Kamikaze,” Spain’s “Todo Lo Otro,” and “Sex and the City.” Ruxx,” Hungary’s “The Informant,” and Poland’s “Still Here.”

Monthly plans for both Netflix (NFLX.O) and Disney Plus (DIS.N) start at 89 crowns. However, a discounted annual HBO Max plan will cost 699 crowns, which is less than the 890 crowns charged by Disney Plus.

Apple (AAPL.O) TV+ costs 59 crowns per month and regional rival NENT (NENTb.ST) Viaplay starts at 129 crowns.

While HBO Max has multiple plans in the United States and Latin America at various price points, there will only be one plan in Europe. The top-end US plan costs $14.99 per month.

“It’s full flavor… we’re not introducing a basic level, and we’re not even offering an ad-funded model,” Sulebak said.

($1 = 8.7238 Swedish Crown)

Reporting by Supanth Mukherjee, European technology and telecommunications correspondent based in Stockholm Editing by Mark Potter


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