Warner Bros. Discovery’s Asia-Pacific president, James Gibbons, is optimistic about the performance of the streaming service Max in the region, despite the upcoming corporate restructuring that will separate its streaming and studios business from its traditional television networks.
Speaking at the APOS conference in Indonesia, Gibbons reiterated that the strategic goals for the Asia-Pacific region remain unchanged. He highlighted the successful launch of Max in Australia in March, where the service differentiated itself with the tagline “all killer, no filler” in a competitive streaming landscape. Gibbons expressed satisfaction with the service’s performance in terms of subscribers, revenues, and engagement metrics, surpassing expectations in the market.
In Australia, Warner Bros. Discovery introduced an ad-supported tier for Max for the first time in the Asia-Pacific region, partnering with Nine Entertainment for ad sales. The service also collaborated with pay-TV provider Foxtel, allowing access to Foxtel’s subscriber base and direct availability to consumers.
In Japan, Warner Bros. Discovery chose to partner with local streaming service U-Next instead of launching independently. This strategy proved successful, with a significant increase in Max content viewing following the launch.
Gibbons emphasized the importance of investing in local productions to expand the market, mentioning the success of the anime studio in Japan and exclusive premieres on Max. The company also achieved box office success in Japan with “Cells at Work,” based on a manga series.
Strategic casting decisions, such as Lisa from K-pop group Blackpink in “The White Lotus” Season 3, had a global impact, particularly in Thailand. Warner Bros. Discovery aims to focus more on direct-to-consumer retail subscriptions in Southeast Asia while maintaining partnerships in key markets like South Korea and India.
Beyond streaming, Warner Bros. Discovery leverages popular franchises for theme park experiences and consumer products. The Harry Potter Studio Tour in Japan continues to be in high demand, with plans for a second location in Shanghai.
Gibbons sees vast potential in the Asia-Pacific region, citing its large population and economic power as a significant market for streaming growth. The company’s strategy involves serving fans with experiences, consumer products, and games to enhance the overall entertainment experience.
