Max cements Australian launch strategy with Foxtel partnership

Warner Bros. Discovery is ramping up its Max streaming launch in Australia, securing Foxtel Group as a key partner just weeks after appointing independent creative agency Special to lead the brand rollout.

As part of the deal, Foxtel’s 1.4 million subscribers will have free access to Max when it launches on 31 March. The Max app will also integrate into Hubbl, Foxtel’s streaming aggregation platform.

The move underscores Australia’s growing importance as a battleground for global streaming giants, with WBD leveraging both local partnerships and bold brand marketing to scale quickly.

The Foxtel partnership follows Max’s pre-launch announcement earlier this month, where WBD tapped independent creative agency Special to spearhead its brand strategy, advertising, earned media and content in Australia.

Hilary Perchard, chief executive of Foxtel Retail and Hubbl, said the collaboration continues a longstanding partnership with Warner.

“We have been partners with Warner Bros. Discovery for over 20 years and are delighted that our world-class aggregation products will play key roles in launching Max in this market.  

“We have always said optionality is central to our long-standing partnership. The strength of our products and much-loved brands means that we have been able to innovate and evolve our partnership with Warner Bros. Discovery in a unique model that enables mutual growth.”

Michael Brooks, Warner Bros. Discovery GM for ANZ, added the partnership was a natural fit for WBD.

“As we launch the Max app in Australia - and look to maximise its reach through partnerships - it makes perfect sense for us to create a unique option we know will resonate with Foxtel subscribers and Hubbl users.”

 The Max app will include HBO Originals, Max Originals and premium content from Warner Bros, Discovery and Cartoon Network. Content will include key WBD franchises such as Harry Potter and the DC Universe, as well as current and returning seasons of hugely popular series including House of the Dragon, The Last of Us and And Just Like That.