Only weeks after finally arriving in the UK, Warner Bros Discovery’s HBO Max has gained 1.5 million subscribers.
- Figure boosted by TNT Sports subscribers migrating from Discovery+
- Sky delivers most of HBO Max’s customers; it offers basic, cut-down version to its subscribers at no extra cost.
Analysts say new streaming kid on the block HBO Max now has over 1.5 million subscribers in the UK. According to scaled estimates of sign-ups and service activations from Ampere Analysis’s SVoD Economics dataset, the streaming service surged through 1 million subscribers in less than five days after its launch on 26 March.
The data highlights that many subscribers will have migrated from Discovery+. Existing TNT Sports subscribers who previously accessed the sports broadcaster through Discovery+ were offered a seamless migration to HBO Max. The biggest cohort of new signups come via Sky or NOW, with an estimated 77% of subscribers joining from these suppliers. Sky includes a basic “cut down” version of HBO Max, that includes ads and excludes some content, with most of its pay TV packages. Sky customers do have the option to upgrade to gain full access to HBO Max and 4K UHD content.
The analysis also reveals that the vast majority of sign-ups already subscribe to another streaming service.
Mayssa Jamil, Senior Analyst at Ampere Analysis, commented:
“HBO Max is experiencing strong early uptake, with most users adding it to their existing mix of streaming services rather than replacing other subscriptions. Switching activity remains relatively limited, suggesting this is largely incremental growth rather than substitution. At the same time, Sky’s bundling strategy is reinforcing its continued role as a key distribution partner and is serving as a template for how pay TV operators can stabilise their customer bases in an era of cord cutting.”
Ampere expect HBO Max to reach six million subscribers by the end of the year. However, HBO Max is expected to eventually merge with Paramount+ after Warner Bros Discovery is officially taken over by Paramount Skydance. The takeover is expected to close by September 2026, but it will take sometime thereafter to integrate WBD’s assets with Paramount’s.
By: Marc Thornham