HBO Max, the global streaming platform operated by Warner Bros. Discovery, is slated to launch in Germany in January 2026. This marks a significant expansion for the service within the European market. Advertising sales for HBO Max in Germany will be managed by Ad Alliance, the cross-media sales house of RTL Deutschland, based in Cologne.
The announcement was made at RTL Deutschland and Ad Alliance’s “ONE RTL – All Platforms” event, revealing a strategic commercial partnership focused on the introduction and monetization of HBO Max within the German market. "Streaming is one of the most dynamic growth segments in the video market," said Carsten Schwecke, CEO of Ad Alliance and Chief Commercial, Technology & Data Officer at RTL Deutschland. "Together with Warner Bros. Discovery, we’re combining the strength of HBO Max with Ad Alliance’s marketing expertise to provide advertisers with access to high-quality, high-impact inventory."
Matthias Heinze, SVP Commercial & Managing Director Warner Bros. Discovery Germany, Switzerland & Austria, stated: "With Ad Alliance, we have a strong partner that shares our understanding of quality and brand value. Together, we aim to successfully anchor HBO Max in the German market and offer advertisers the most attractive environments possible."
Further details regarding advertising formats and sponsorship opportunities are expected to be released closer to the launch date. HBO Max boasts a wide array of globally recognized brands and franchises, including HBO, Warner Bros., Max Originals, Harry Potter, as well as popular series like Friends and The Big Bang Theory. The German launch follows earlier rollouts in other European countries, positioning HBO Max as a major entrant in Germany’s competitive streaming market, alongside established players such as Amazon Prime Video, Netflix, Disney+, and Paramount+.