HBO Max’s Global Expansion Offers Insights for Netflix’s Strategy, According to JB Perrette

HBO Max Gears Up for UK Launch, With Implications for Streaming Landscape

As HBO Max reveals its long-anticipated launch date in the UK, JB Perrette, Warner Bros. Discovery’s global streaming chief, emphasizes the significance of this rollout for the broader streaming market. He stated that entering this key territory is “helpful to Netflix’s strategic foundations.”

Perrette’s comments came during a press briefing where he discussed what could become a pivotal media merger, potentially positioning Netflix to acquire Warner Bros. Discovery, along with HBO and its streaming service. With uncertainties surrounding the future of HBO Max, particularly if it aligns with one of the world’s major streamers, Perrette downplayed concerns that Netflix executives would react negatively to HBO Max’s global expansion.

“I can’t speak for Netflix, but the one thing that’s very clear in the public statements you’ve heard from Ted [Sarandos] and Greg [Peters] is they have an enormous amount of appreciation, respect and value for the HBO brand,” Perrette noted. “They value the brand as we’re defining it, which is something that is distinct, premium and different to mass volume.”

Perrette elaborated that Netflix aims to keep the HBO brand vibrant and dynamic. “So having it in this [UK] market and begin to actually have more of a broad following, as opposed to just an industry following, which is sort of where [HBO content] has been residing within Sky, is very helpful for [Netflix’s] strategic foundations.”

Acknowledging the challenges posed by ongoing corporate transitions at WBD, Perrette highlighted that excitement surrounding European launches and high-profile content, such as the upcoming Harry Potter series, invigorates the team. He described it as “the biggest streaming event in the history of HBO Max and arguably in streaming, period.”

During the briefing, Perrette outlined a new partnership with Prime Video, reinforcing HBO Max’s position as the primary destination for its content in the UK, thus redefining its previous relationship with Sky. Although HBO and Sky maintain a current partnership, HBO Max is launching significantly later in the UK compared to the U.S. and other markets due to the existing output agreement.

“If you want everything, the only place you can get it is HBO Max,” reiterated Perrette. “You might be able to see the newer season of Euphoria on Sky, but the only place you’ll find all of it is HBO Max.”

Andrew Georgiou, WBD’s UK and Ireland head, pointed out the potential for HBO Max to attract the 21 million streaming subscribers in the UK who do not subscribe to the Comcast-owned Sky. “To be able to say to a bunch of the guys outside the Sky universe that they have access to a completely different proposition than Sky is compelling,” Georgiou noted.

Perrette further explained that the launch in major European markets would enhance relationships with talent. It allows HBO to present itself as a cohesive streaming entity, offering a consistent platform for creatives across various countries. “It’s hard when telling creative talent in Italy, Germany, the UK, or frankly the U.S., that you will be able to see their show in one place here, and in a different place in another,” he added. “Now we have a ubiquitous footprint. It is a hugely compelling proposition to say to creatives and talent, ‘You will be everywhere.’”

He also mentioned the positive partnerships HBO has developed with UK co-production partners beyond Sky, indicating a commitment to expanding content creation in the region. Perrette expressed HBO’s openness to producing more original content in the UK, citing Sharon Horgan’s upcoming series Youth and the Harry Potter series, which is being filmed near the location of the press briefing at Warner Studios Leavesden and is set to launch next year.