Advertising sales house Azerion Austria has secured the commercial advertising mandate for HBO Max as Warner Bros. Discovery prepares to launch its streaming service in Austria in January 2026.
The agreement expands Azerion’s established Connected TV (CTV) portfolio with what the company describes as a “high-quality premium environment” from one of the world’s most prestigious content brands.
HBO Max will introduce an advertising-supported subscription tier in Austria from day one. The ad offering will include CTV formats such as pause ads and in-front ads, designed to deliver premium, high-attention placements for advertisers.
“For the launch of HBO Max in Austria, we are relying on a commercial partnership with Azerion Austria. This strengthens our strategy of giving Austrian advertisers access to our highly attractive streaming offer. Together with Azerion, we provide brands with a safe, valuable and high-impact environment frequented by an engaged and high-spending audience,” said Matthias Heinze, SVP Commercial & Managing Director Warner Bros. Discovery Germany, Switzerland & Austria.
Azerion Austria Managing Director Alexander Leitner added: “We are delighted to offer our advertising clients access to the environment of the renowned HBO Max streaming service for the first time in Austria, further expanding our position as one of the country’s leading CTV marketers.”
The Austrian deal forms part of Warner Bros. Discovery’s broader strategy for the German-speaking region. In Germany, where HBO Max will also launch in January 2026, RTL Deutschland’s Ad Alliance will handle advertising sales. In Switzerland, the company has chosen Zattoo as its ad sales partner from January 2026.
