HBO Max will launch in Germany in January 2026, marking the next major step in Warner Bros. Discovery’s European rollout of its global streaming platform.
Advertising sales for the service will be handled by Ad Alliance, the Cologne-based cross-media sales house of RTL Deutschland.
The announcement was made during RTL Deutschland and Ad Alliance’s showcase event “ONE RTL – All Platforms”, where both companies revealed a strategic commercial partnership for the introduction and monetisation of HBO Max in the German market.
“Streaming is one of the most dynamic growth segments in the video market,” said Carsten Schwecke, CEO of Ad Alliance and Chief Commercial, Technology & Data Officer at RTL Deutschland. “Together with Warner Bros. Discovery, we’re combining the strength of HBO Max with Ad Alliance’s marketing expertise to provide advertisers with access to high-quality, high-impact inventory.”
Matthias Heinze, SVP Commercial & Managing Director Warner Bros. Discovery Germany, Switzerland & Austria, added: “With Ad Alliance, we have a strong partner that shares our understanding of quality and brand value. Together, we aim to successfully anchor HBO Max in the German market and offer advertisers the most attractive environments possible.”
Further details on ad formats and sponsorship opportunities will be disclosed closer to the launch date.
HBO Max, operated by Warner Bros. Discovery, is home to globally recognised entertainment brands and franchises, including HBO, Warner Bros., Max Originals, Harry Potter, as well as popular series such as Friends and The Big Bang Theory.
The German debut will follow earlier rollouts across other European markets, positioning HBO Max as a major US-based entrant in Germany’s increasingly crowded streaming landscape, competing with market players such as Amazon Prime Video, Netflix, Disney+ and Paramount+.
