Max aims to gain market share in Asia by prioritizing blockbuster Hollywood franchises over local productions. Warner Bros. Discovery is set to launch its Max streaming service in Asia this week, using a unique strategy to carve out a niche in the highly competitive market. Unlike other streaming giants like Netflix and Disney, which have invested heavily in local content, Warner Bros. is betting on its extensive library of popular Hollywood films and TV shows to attract subscribers. Major franchises like *Harry Potter* and *Friends* are expected to play a key role in drawing viewers across the region.
JB Perrette, CEO of Warner Bros. Global Streaming, explained, “We have an advantage in coming this late because they’ve spent a lot of money trying to compete with local players who produce exceptional content. Our strategy is fundamentally different.” This approach, he suggests, allows Warner Bros. to avoid the pitfalls of overspending on local content while leveraging its globally recognized intellectual properties.
Max’s entry into Asia comes at a time when competitors are reassessing their strategies in the region. Amazon has pulled back from Southeast Asia to focus on Japan and India, while Disney has shifted its focus towards Korean dramas and Japanese anime. Netflix, for its part, has adopted a “local for local” approach, releasing original content tailored to specific markets.
Warner Bros. plans to grow its subscriber base through partnerships with regional telecom providers and streaming platforms. In markets like Japan, New Zealand, and Southeast Asia, Warner Bros. will bundle Max with local services, similar to its partnerships with Disney and Hulu in the US. However, Warner Bros. may launch a standalone Max app in the future if demand grows sufficiently. Max’s tailored strategies and global content focus aim to boost subscriptions and advertising revenue across diverse Asian markets.
