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The service, owned by AT&T Inc, entered Europe
in October by launching in the Nordics and Spain, with a host of
promotional offers to grab customers from Netflix Inc and Walt
Disney Co's Disney+.
In Eastern Europe and Portugal, apart from an attractive monthly
price, customers signing up during the launch offer will get 33%
off from the regular price for life, Johannes Larcher, head of
HBO Max International, said in an interview.
The monthly subscription for HBO Portugal was 4.99 euros ($5.59)
per month and HBO Max will be priced at 5.99 euros, but existing
subscribers and the ones who sign up in March will have to pay
3.99 euros a month.
Unlike the promotional launch offers in the Nordics and Spain,
existing customers in the new markets will get the reduced price
for life.
The company did not disclose prices for the Netherlands.
"We only started launching HBO Max in new markets in the middle
of last year and added almost 8 million subscribers outside the
U.S. in 2021," Larcher said.
HBO ended the year with 73.8 million subscribers for its
streaming service and namesake cable network.
It plans to launch the service in another six European
countries, including Greece and Turkey, later this year.
However, HBO Max will not be available in the UK, Germany and
Italy for the next few years due to an existing deal with Sky.
While the company has plans to launch HBO Max in 190 countries
by 2026, it has not announced any plans for Asia yet.
"We are working hard on preparing for a potential launch in Asia
... it's fair to expect that Southeast Asia would probably be
the first market in Asia we would go in with HBO Max," Larcher
said.
($1 = 0.8921 euros)
(Reporting by Supantha Mukherjee in Stockholm; Editing by
Bernard Orr)
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