HBO Max plots next leg of European expansion

HBO Max has mapped out the next leg of its European expansion with plans to launch in an additional 15 countries on March 8.

The new countries are Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Hungary, Moldova, Montenegro, Netherlands, North Macedonia, Poland, Portugal, Romania, Serbia, Slovakia and Slovenia. The additions bring HBO Max up to a total of 61 territories across the Americas and Europe.

HBO Max plans to expand to another six European countries including Greece and Turkey.

“The global roll out of HBO Max continues at pace as we launch the platform in 15 additional European countries, taking us to 61 territories worldwide. We are delivering on our strategy to go direct-to-consumer around the world which coupled with our beloved content will give us the scale needed to be one of the top global streaming platforms,” said Johannes Larcher, head of HBO Max International, in a statement.

RELATED: HBO Max sets first European market launches for October

AT&T ended 2021 with 73.8 million total global HBO Max and HBO subscribers, up 13.1 million year over year. The service now has 46.8 million domestic subscribers after adding 5.3 million in 2021.

Looking ahead, the company expects domestic growth to be “more suppressed” than international, which could negatively impact average revenue per user (ARPU). Domestic HBO Max and HBO subscriber ARPU during the fourth quarter came in at $11.15 and AT&T expects international ARPUs to be lower than that.

“And if you think about the growth internationally where that's going to be a large part of the growth moving forward, given the new markets we're opening up and the natural penetration that occurs, given the product is sized differently and starts from a different place, you're going to see that have an impact,” said CEO John Stankey, according to a Motley Fool earnings transcript.