HBO Max Expands Internationally with Focus on Procedurals and Harry Potter Series

HBO Max, the streaming service under Warner Bros. Discovery (WBD), is intensifying its international expansion efforts, particularly in Europe, with new market launches scheduled for January 13, 2026, in Germany, Italy, Austria, Switzerland, Luxembourg, and Liechtenstein. Sarah Aubrey, head of originals for HBO Max, emphasized the importance of developing local original programming to enhance the platform's footprint globally. The service has already seen success with shows like "The Pitt," which has won five Emmy Awards and serves as a model for future international dramas.

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Aubrey highlighted the enduring appeal of procedural dramas, stating, “Audiences eat those up.” She expressed a desire to replicate the success of "The Pitt" by exploring traditional television formats in the medical, legal, and cop genres. This approach aligns with HBO Max's strategy to produce shows with longer episode orders, which she believes will resonate with audiences in newer European territories. Aubrey noted that local shows, such as "Furia" in Spain and "The Prince" in Turkey, have outperformed some of HBO's flagship titles, indicating a strong appetite for regionally relevant content.

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A significant highlight of HBO Max's upcoming slate is the much-anticipated "Harry Potter" series, set to premiere in 2026. Aubrey described the adaptation as “delightful,” emphasizing its British roots with a British writer and director at the helm. She expressed confidence that the series would resonate with fans of the original books, stating, “I think when people watch it they will think, ‘These are the books.’” The production is part of a broader strategy to leverage popular franchises while expanding the service's original content offerings.

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In her remarks at the Content London industry gathering, Aubrey acknowledged the need for increased development funding for international programming, which she identified as a critical area for growth. She also mentioned the upcoming second season of "Furia," which will feature a new cast alongside returning actresses, further illustrating HBO Max's commitment to local content. Aubrey remarked, “If you rush something at the development stage, it often ends in heartbreak,” underscoring the importance of thoughtful development processes.

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While HBO Max's strategy has garnered attention, there are concerns regarding the saturation of the streaming market and the challenges of competing with established players. Critics argue that the focus on procedural dramas may not align with evolving viewer preferences, which increasingly favor innovative storytelling formats over traditional episodic structures.

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Despite the excitement surrounding the international expansion, specific details regarding the launch in the UK remain unclear, with no confirmed date provided. Additionally, while Aubrey mentioned potential projects in Australia, she indicated that it is too early to provide concrete information about upcoming content in that region.

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• “I hope internationally we can replicate some of that [success] with shows with longer orders,” — Sarah Aubrey, Head of Originals, HBO Max

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• “Aubrey wrapped by sharing she would visit the Harry Potter series set on Thursday, sharing: “It’s such a delightful adaptation of the books.” — Sarah Aubrey, Head of Originals, HBO Max

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• “If you rush something at the development stage, it often ends in heartbreak.” — Sarah Aubrey, Head of Originals, HBO Max

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As HBO Max prepares for its upcoming launches and new content, the focus on procedural dramas and beloved franchises like "Harry Potter" reflects a strategic effort to capture diverse international audiences while navigating the complexities of the global streaming landscape.

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