Streaming platform HBO Max is set to launch in Belgium from 1 July, US media conglomerate Warner Bros. Discovery has confirmed.
Belgian subscribers will be able to watch the entire Paris 2024 Olympic Games live, as well as HBO programming, Discovery programming, original French and international Max productions, and other major international sporting events via Eurosport.
Warner Bros first announced last October that it was launching its Max platform in Belgium, one of 22 countries across Europe where the platform is being rolled out this year.
Max is the successor to HBO Max, and features series from the HBO production house. Warner Bros renamed the platform after a revamp and expansion of its catalogue. However, in Belgium and the Netherlands the former name HBO Max is being retained.
According to Dutch media, this is for legal reasons, as a Max channel already exists in the Netherlands.
Subscription packages
HBO Max will offer a choice of different packages in Belgium, as well as a sports option that can be added to any basic package.
A basic subscription package starts at €5.99 per month, with other packages with more features on offer for €9.99 per month (Standard) and €13.99 per month (Premium).
The add-on sports option will cost an extra €5 per month and includes coverage of the Grand Slam tennis, Grand Tours cycling, the 24 Hours of Le Mans and Eurosport channels.
Live or on demand coverage of the Paris 2024 Olympic Games will be included in all price plans, as HBO Max will be the only place to watch the entirety of the Olympic Games this summer.
Warner Bros have said that from 11 June it will be offering 'privileged access' for early subscribers for the 14 days before the official 1 July launch date. During this period, the first subscribers will be able to discover the platform's entire catalogue in French and English, while full content in French and Dutch will be available from 1 July.
All Be tv customers will have access to HBO Max via the Basic package at no extra cost from the access period of 11 June 2024, and Telenet subscribers will have access to the HBO Max application shortly after the launch.
In addition, a new partnership has been agreed which will see Ads & Data become the exclusive advertising partner for HBO Max in Belgium. Ads & Data will manage and supply advertising for the Belgian market.
JB Perrette, President and CEO of Global Streaming and Games at Warner Bros. Discovery, said that the streaming platform will merge a "wealth of content into a single destination".
"Our exceptional content, from 'Game of Thrones' to the Paris 2024 Olympics, ensures that HBO Max offers content for everyone, every time, whatever your mood or event," he said in a press release.
Christian Loiseau, director of Be tv, said the cable television provider is "delighted" to include HBO Max in its package.
"It is great news that we are delighted to share with our loyal subscribers, who will continue to enjoy the very highest quality HBO creations and the entire Warner Bros. Discovery universe," he said.
