Chris Dziadul Analysis: WBD's Max marches on

The streaming service Max has just completed its rollout across Central and Eastern Europe by launching in Poland.

It was therefore quite timely for Jamie Cooke, group SVP & GM CEE, Middle East, Northern Africa, Warner Bros. Discovery, to be interviewed on the same day (June 11) at NEM in Dubrovnik. In a Q&A entitled “The Steaming War Isn’t Over” he argued that the war has in fact not ended but entered a new phase. Heavy investment is in the past and there are now three elements required to win, namely profitability, scale and engagement.

In Max’s case, following its launch in Poland, and indeed France on the same day, it is now available in 65 countries and territories globally, 25 of which are in Europe. Just as importantly, in terms of scale, it is now present in 50% of addressable markets. This means that there is still huge potential for growth, with the next stage of the rollout being in Southeast Asia later this year.

Cooke acknowledged that CEE is a highly competitive market, thanks in no small part to strong local streamers. Asked how many streaming services people are actually willing to pay for, he added that while this varied by country Max’s ambition was to be one of the top three in each market.

Significantly, he also said he didn’t believe in accelerating the decline of linear channels. Proof of this was the decision by Warner Bros. Discovery to launch Warner TV as an FTA service in the Czech Republic in April this year.

Cooke also mentioned the Turkish streamer BluTV, which Warner Bros. Discovery fully acquired late last year, having previously been a minority (35%) shareholder. In its case, despite being a paid-for service, linear channels still account for 25% of viewing.

Cooke also revealed that Warner Bros. Discovery uses the criteria of profitability, scale and engagement when it comes to M&As, with certain markets lending themselves more than others. In addition, he said that there is definitely a role for local content on Max, especially if it can travel.  

 

© Chris Dziadul, 2024