HBO Max to launch in key European markets in time for Winter Olympics

HBO Max, the global streaming service from Warner Bros. Discovery, is expanding into Germany, Italy, Austria, Switzerland, Luxembourg, and Liechtenstein on 13 January 2026, marking a major expansion of the service into key European countries.

Sports fans will be able to follow every competition broadcast live from the Milano Cortina Olympic Winter Games 2026 (6-22 February) made available to all subscribers across every plan – bringing the excitement of the Games to millions on HBO Max for the first time.

In addition, fans can add the Sports add-on to unlock Eurosport’s coverage and premium sports programming year round. This includes every tennis match from the Australian Open and Roland-Garros, as well as more than 300 days of live cycling including every stage in full the Tour de France.

In Germany and Italy, viewers will have unmatched access to the winter sports season, including World Championships and World Cup events, and viewers in Italy will benefit from FA Cup and UFC coverage.

JB Perrette, CEO and president of global streaming and games at Warner Bros. Discovery, said: “We are thrilled to bring HBO Max and the stories that stick with you to new countries across Europe this January. With our strongest line-up of US and local HBO series yet, blockbuster local and international movies, and the Olympic Winter Games, it is the perfect time to make HBO Max available directly to subscribers. It has never been easier to enjoy the most talked-about series, hit movies, unmissable live sports and extraordinary real-life stories.”

HBO Max launched in the US in 2020 and has since expanded across Latin America, Europe, Central Asia and Asia Pacific. The service is set to launch in the UK and Ireland in early 2026, completing its European roll-out. For Q3 2025, Warner Bros. Discovery reported 128 million streaming subscribers.