In a significant move for the German streaming market, HBO Max has announced a strategic bundling deal with local platform RTL+. This partnership aims to offer consumers a combined subscription package ahead of HBO Max’s official launch in Germany on January 13th. The collaboration seeks to leverage the strengths of both services, providing a diverse content offering to a wider audience.
A Strategic Bundle for German Consumers
The newly formed bundle will allow German subscribers to access both HBO Max’s premium international series and films, alongside RTL+’s extensive local-language content, which includes live sports, event shows, dramas, and reality TV. This synergy is designed to appeal to a broad spectrum of viewers.
Pricing and Content Offering
German consumers will have two bundle options: an ad-supported version for €11.99 per month and an ad-free option for €17.99 per month. These prices represent a considerable saving compared to subscribing to each service individually. HBO Max’s German offering will feature popular franchises such as “Game of Thrones,” “The White Lotus,” and “The Last of Us,” alongside blockbuster movies from Warner Bros. RTL+ will contribute its popular local productions, including “Neue Geschichten vom Pumuckl,” “Make Love, Fake Love,” and coverage of the UEFA Europa League.
Market Entry and Competitive Landscape
HBO Max’s entry into Germany, along with the UK and Italy, has been somewhat delayed due to existing licensing agreements. This bundling strategy with RTL+ mirrors similar aggregation models seen in other markets, such as a recent deal between TF1 and Netflix in France. The partnership is particularly noteworthy as it occurs amidst speculation about a potential acquisition of Warner Bros. Discovery by Netflix, a deal that would require scrutiny from European antitrust authorities.
Industry Reactions
Stephan Schmitter, CEO of RTL Germany, expressed enthusiasm for the collaboration, calling it “a great combination of two terrific content worlds.” Matthias Heinze, SVP Commercial & Managing Director for Warner Bros. Discovery in Germany, Switzerland, and Austria, highlighted the complementary nature of the offering, stating it “perfectly complements each other and provides entertainment for every taste and every generation in the family.”