HBO Max grabs 5% of streaming market after first months in Australia
Fresh research from analysts at Kantar shows the platform has added an estimated 400,000 subscribers during its first quarter in the Australian market, claiming 5% of market share.
HBO Max has attracted an estimated 400,000 subscribers during its first quarter in the Australian market, following a flurry of promotional activity and a new season of the post-apocalyptic hit series, The Last of Us.
The figure is contained in fresh research conducted by analysts at Kantar, seen by Capital Brief ahead of a public release on Tuesday, and offers a first glimpse of HBO Max’s commercial performance in the Australian market since its launch in March.
The research firm estimates that the Warner Bros Discovery-owned streamer has a 5% share of the 8.1 million households in Australia’s video on-demand market. Netflix leads with a 73% share, followed by Prime Video with 35%, Disney+ with 35%, Stan with 24%, Kayo with 20%, and Paramount+ with 19%.
The subscriber gains represent a strong start for HBO Max in Australia, where it is the new home of hit shows including Succession and The White Lotus. The streamer’s market share in Australia outperformed its launch in France last year, Kantar said.
