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HBO Max Unveils European Pricing

There’s a discount in Sweden, Norway, Denmark and Finland — but not Spain

HBO on Tuesday unveiled the HBO Max pricing for its initial European rollout. The streaming service is set to launch Oct. 26 in Sweden, Denmark, Norway, Finland, Spain and Andorra.

According to the HBO-provided chart below, subscribers in Sweden, Norway, Denmark and Finland will actually save a few bucks — er, Krona and Euros — on subscriptions. Spain, you’re out of luck.

HBO Max Monthly and Annual Pricing

CountryExisting HBO monthly subscriptionNew HBO Max monthly subscriptionNew HBO Max annual subscription
Sweden (Kr)10989699
Norway (Kr)10989699
Denmark (Kr)9979599
Finland (€)10,958,9969,99
Spain (€)8,998,9969,99

For what the company considers to be its initial European rollout, HBO Max is launching in 27 territories. The newly announced countries slated for 2022 are Netherlands, Turkey, Greece, Iceland, Estonia, Latvia and Lithuania.

The previously known 2022 launches are: Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Hungary, Moldova, Montenegro, North Macedonia, Poland, Portugal, Romania, Serbia, Slovakia and Slovenia.

“HBO Max is coming to Europe, bringing with it the best films and TV from 100 years of Warner Bros. together with HBO, Max Originals, DC and Cartoon Network”, Johannes Larcher, head of HBO Max International, said in a statement on Tuesday. “’From Singin’ in the Rain’ to ‘The Matrix,’ ‘Game of Thrones’ to ‘Mare of Easttown,’ ‘The Flight Attendant’ to ‘Gossip Girl,’ ‘Superman to The Joker,’ and Bugs Bunny to Scooby Doo, we truly have something for everyone in the family to enjoy, with a superior viewing experience. Soon HBO Max will have lit up in 27 territories in Europe, and 67 around the world – and we’re not finished yet, with much more to come as we aspire to be present in 190 territories by 2026.”

“We have been entertaining fans in Europe since our first HBO TV channel launched in Hungary back in 1991 – and have been streaming on the continent for more than a decade with our HBO branded streaming services. HBO Max represents the arrival of a new service that will take this to another level, offering an enhanced viewing experience and a much broader content line-up of the best entertainment for all the family at a very attractive price point. We are delighted to be bringing HBO Max to Europe for fans and customers to enjoy,” Christina Sulebakk, the general manager of HBO Max EMEA, added.

HBO Max combines Warner Bros., HBO, DC, Cartoon Network with Max Originals. The upcoming launch will be the first time that’s all available in one place in Europe.

The HBO Go/Now (and in many ways, regular HBO) replacement first launched in the U.S. in May 2020. This June, HBO Max launched in 39 territories across Latin America and the Caribbean. That was its first expansion outside of the United States.