To understand why, you only need to look at IMDb’s top 10 TV series of all time. HBO’s influence on the entertainment industry is undeniable. Owned by Warner Bros. Discovery, the brand has built a reputation for world-class storytelling. As a result, streaming giants such as Netflix and Paramount are watching closely. With current bids valuing the business at over $100 billion, AV advertising continues to prove its growing value in the media landscape.

For more than a decade, iconic titles including The Sopranos, House of the Dragon, Succession, Game of Thrones, The Wire, Euphoria and The Last of Us sat within a long-term licensing deal with Sky Atlantic and the wider Sky ecosystem. Because of this, HBO Max could not launch directly in the UK. That is about to change.

In March 2026, the European rollout reaches completion. From that point, UK audiences will gain full access to the HBO Max streaming platform, following its strong reception in the US.

HBO is best known for award-winning, prestige content. It consistently delivers adult-skewing, dramatic and often gritty storytelling. As a result, HBO Max UK can compete directly with Netflix, Prime Video, Disney+ and Paramount+ in one of Europe’s most competitive CTV markets.

In addition, HBO Max combines HBO and Warner Bros.’ TV and film libraries, the DC Universe, and TNT Sports. This includes the Premier League, FA Cup and other major sporting events. Consequently, the platform appeals to more than just drama fans. It becomes both an entertainment and sports destination, increasing its value to advertisers.

Alongside its extensive library, HBO Max will host future high-profile releases. These include the upcoming Harry Potter TV series, which is expected to premiere directly on the platform. Meanwhile, series that previously aired on Sky will remain accessible through Sky inventory, such as House of the Dragon.

Importantly, HBO Max also holds exclusive rights to culturally iconic shows like Friends. Because of this, the platform stays front of mind for audiences seeking familiar and nostalgic content.

HBO Max’s entry reshapes the UK CTV advertising landscape. It increases pressure on premium supply. At the same time, it intensifies the battle for attention on the biggest screen in the home. As a result, planners must rethink how they balance reach, frequency and quality across BVOD, SVOD and linear TV.

More broadly, this launch reinforces a shift already underway. Premium video environments no longer play a supporting role. Instead, they sit at the centre of both brand building and performance strategies.

Personally, I’m excited. Not just as a viewer, but as someone who cares about where UK AV and CTV advertising is heading. HBO Max’s launch feels like a defining moment. It will shape how we plan, buy and value video for years to come.