22 Mar Warner Bros Discovery takes on sector leaders with European streaming push
Warner Bros Discovery to launch its Max streaming service across Europe, bringing together TV shows such as the White Lutus and films such as Barbie to challenge market leaders Netflix and Disney.
The Max streaming platform, which will merge content from Discovery Plus and HBO Max,
is seen by executives at the US media business as vital to driving and diversifying profits globally
The company was left with large debts from the merger of Warner-Media and Discovery
standing at roughly $44bn
and it needs growth in streaming to offset the long-term decline in its traditional broadcast TV bsuiness in the US.
현재 회사 매출의 4/5는 좀 더 경쟁이 심한 미국에서 발생한다. SBD 임원들은 이 move를 통해 아직 스트리밍 서비스에 가입하지 않았거나, 라이벌 서비스를 위해 좀 더 지출할 의향이 있는 소비자들이 있는 신규 시장으로 expand 할 수 있는 기회라고 보고 있다.
WBD’s Max는 Nordics, Iberia, and central & Eastern Europe 에 5월이면 available 해질 것이다. 그리고 나서 해당 서비스는 폴란드, 네덜란드, 프랑스, 벨기에로 launch할 예정. 영국에서는 2025년까지 Sky로 자사 컨텐츠를 distribute하겠다는 deal이 끝나기 전까지 스트리밍 서비스를 론칭할 수 없다.
Max는 2023년 5월에 미국에서 스트리밍 시장에서 넷플릭스, 디즈니, 아마존을 challenge하기 위해서 론칭했고, 올해 초 라틴아메리카와 캐리비언에서도 론칭했다.
JB Perrette, chief executive and president of global streaming and games at Warner Bros Discovery, pointed to serveral new shows this year as well as all live action from Olympics in Paris as a means to drive subscriptions at launch.
Subscriptions to the service in the US have stabilised after an initial drop mostly caused by the overlap between customers of Discovery Plus and HBO Max 그리고 해당 스트리밍 서비스는 작년 결과물을 보면 연 흑자를 냈다.
Yet Perrette did not rule out involvement in consolidation in the US media sector, poining to the decision to bring together its sport content with rival ESPN and Fox into a single bundle as a step twoard such “structural” changes. WBD was linked with talks over a deal to merge with PAramount ealier this year.
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