Now, we’re seeing that there’s a segment of the population that’s not ready to do that. And this is really evident in markets like New Zealand, like the U.S.,” Perrette explains.
With the rollout of Max in the East Asian territories, Warner Bros, Discovery is positioning itself as a major player in the streaming industry in the region. By offering a wide range of content, including HBO originals, Max Originals, Hollywood movies, and Discovery unscripted programming, the platform aims to cater to a diverse audience.
With a focus on delivering a superior product experience, Warner Bros, Discovery has made significant technological advancements to enhance the user experience in the Asian markets. The company is also adapting to local market realities by offering different subscription plans, including lower-cost, mobile-only options in countries like Indonesia and the Philippines.
By learning from the mistakes of other international streamers in the region, Warner Bros, Discovery aims to avoid pitfalls and establish itself as a leading streaming service in Asia. With a strategic rollout plan and a commitment to delivering high-quality content, Max is poised to attract a large and diverse audience in the East Asian territories.
Warner Bros. Discovery (WBD) is making strategic moves in the Asian market to expand its reach and offerings. According to CEO Perrette, the company views itself as being in the ubiquitous distribution business. In Japan, known for its focus on local content, Max took a pragmatic approach by partnering with U-Next to leverage their existing footprint and introduce the WBD product and service to a larger audience.
This partnership with U-Next not only benefits Max in Japan but also adds to its global content offerings. By sourcing content from Japan for distribution globally, Max is able to tap into a market known for producing high-quality dramas. In contrast, partnerships in Southeast Asia with pay TV operators and telcos are more focused on app distribution rather than content sourcing.
As Max continues to expand in the Asia-Pacific region, the company is evaluating various metrics to measure success. With plans to launch a direct-to-consumer service in Australia next year, Max is looking to establish a strong presence in a market where their content resonates well. Australia is identified as a top territory for Max globally, with South Korea also seen as a key market despite the presence of established competitors like Netflix and Disney+.
Korean content, along with Japanese anime and dramas, are considered highly exportable genres with proven appeal worldwide. Max plans to prioritize these content categories as it expands its presence in Asia. However, challenges and opportunities exist in untapped markets like Cambodia, Myanmar, Laos, and Vietnam, where Max will need to secure rights and localize content.
In India, where WBD content is currently licensed to JioCinema, Max faces competition from established players like Disney+ Hotstar. Despite the competitive market, there is potential for Max to partner with local media operations to enhance their offerings. With plans to launch in new territories and a focus on growth in Asia, Warner Bros. Discovery is poised to capitalize on the region’s vast potential.
