Media

HBO Max arrives in Italy: agreements with Tim and Prime Video, prices and market strategy

Focus on distribution and local productions for the new streaming service

by Andrea Biondi

13 January 2026

3' min read

Translated by AI

Versione italiana

Key points

Productions
Prices
Distribution

3' min read

Translated by AI

Versione italiana

HBO Max lands in Italy and, like any self-respecting landing, it brings two suitcases: content and distribution. The first is full of heavy brands - HBO, DC, Harry Potter, Adult Swim - and the second of agreements: Tim and Amazon Prime Video. Two heavy partners for the 'network' entry that Warner Bros. Discovery has decided to make in the Italian streaming living room, to compete with the various Netflix, Prime Video, Disney+ and so on. A landing that comes at a non-trivial moment with the game that sees Netflix and Paramount in play to contend for the future of Warner Bros. Discovery, with David Ellison's Paramount Skydance that has decided to raise the tone and the stakes with court cases and proxy fights.

The productions

On the offer side, HBO Max presents itself with a catalogue that brings together the HBO, Warner Bros., DC, Max Originals and Eurosport brands on a single platform. The debut is accompanied by highly recognisable titles: 'A Battle After Another' by Paul Thomas Anderson with Leonardo Di Caprio, 'Superman', 'Sinners', 'Weapons' and the entire Harry Potter saga. Alongside the international blockbusters, there is a growing quota of local productions, starting with 'Portobello' by Marco Bellocchio, the first Italian HBO Original series, arriving on 20 February.

Prices

The pricing model follows that already experienced in other European markets. There are three monthly plans: Basic with advertising at 5.99 euros (two devices, Full HD), Standard at 11.99 euros (two devices, Full HD and up to 30 downloads with limitations) and Premium at 16.99 euros (four devices, 4K Ultra HD, Dolby Atmos where available and 100 downloads with limitations). To these is added the optional Sport package at €3 per month, which extends access to Eurosport content.

It is precisely sport that represents one of the strategic axes of the launch. All Winter Olympics in Milan Cortina 2026 will be broadcast live and included in every subscription plan, at no extra cost. The Sports package, on the other hand, extends annual coverage with Australian Open, Roland Garros, cycling, winter sports, FA Cup and UFC.

The distribution

Warner Bros. Discovery's streaming service debuts in our country, opting for a multi-level distribution: agreement with Tim as an industrial partner and presence on Prime Video as an additional subscription.

In terms of distribution, the agreement with Tim allows HBO Max to be included in TimVision packages. The offer starts "from 7 euros per month with the entire HBO Max catalogue, TimVision Play, Netflix and Infinity Plus," reads a joint statement. For the phone group, it is a further building block in the construction of the domestic aggregator. "We are building a Tim world as an increasingly rich toolbox," said CEO Pietro Labriola. "Having a partner like Tim at our side is a key element in ensuring that even those who are already subscribers to TimVision have easy and immediate access to an unprecedented variety of content. We are very pleased that the debut of HBO Max in Italy has allowed us to extend and strengthen our relationship with a partner that we consider strategic for consolidating our position in the Italian market," said Alessandro Araimo, managing director Warner Bros Discovery Southern Europe.

In parallel, the multi-year agreement with Prime Video allows Amazon users to subscribe to HBO Max as an additional channel, leveraging an already large and loyal customer base. "We are very happy to welcome HBO Max to Prime Video in Italy," commented Elisabetta Carruba, emphasising the goal of strengthening Prime Video as a platform-ecosystem.

For Warner Bros Discovery, Italy is part of a bigger picture. "2026 will be an important year for HBO Max, which will be launched in some of the world's largest economies," explained JB Perrette, the group's global head of streaming.

Andrea BiondiVicecaposervizio
Luogo: Milano
Lingue parlate: Italiano, Inglese, Francese
Argomenti: Finanza, Media, Telecomunicazioni, Economia dell'entertainment, Innovazione
Scheda autore
Trust project