“It’s not alway best to be first” is the verdict of HBO Max Global Boss Johannes Larcher, who said the streamer is reaching “saturation” point in the U.S. as he talked…
, Disney+, Amazon Prime Video and Paramount+, the former Hulu exec said his team can “learn a lot from the actions others have taken both successfully and less successfully in the past.
HBO Max has been busy launching in European territories this year and will quadruple its originals from 10 in 2019 to 40 by 2023 as it seeks more non U.S. subs. Around 90% of HBO Max growth is now forecast to come outside the U.S., said Larcher, as he pointed to competitors such as Netflix’s forecasted $9BN international spend by 2026, which could buy 700 episodes ofRather than “parachuting the U.S. HBO Max into different countries,” Larcher’s team is tailoring to different territory’s viewing and buying habits.
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