Max

Max is the flagship streaming platform of Warner Bros. Discovery, relevant to the media-AI pivot through WBD's broader strategy of deploying AI-native advertising against its streaming inventory. At the 13 May 2026 Upfront, WBD announced an agentic ad product applicable to Max's streaming library — AI-generated creative inserted dynamically into premium HBO and Warner Bros. content slots.

Max carries approximately 95 million subscribers globally (as of early 2026) across the US and 65+ international markets. Its content library is anchored by HBO's prestige drama catalogue, DC Entertainment, and Warner Bros. theatrical releases, plus acquired content. Post-merger with Paramount Skydance, Max and Paramount+ are expected to be evaluated for consolidation — whether they merge or remain separate tiers is a key strategic decision for the new entity.

The platform's ability to monetise AI-inserted advertising at scale will determine whether WBD can reduce its dependency on linear cable revenue before the merger completes.

Max is the global streaming platform operated by Warner Bros. Discovery, launched under the 'Max' rebrand in May 2023, replacing the previous HBO Max brand. It serves approximately 95 million subscribers across the US and 65+ international markets, with content anchored by HBO's prestige drama catalogue, DC Entertainment, Warner Bros. theatrical releases, and reality programming from the Discovery brands.

Max competes directly with Netflix, Disney+, Amazon Prime Video, and Apple TV+. Its key differentiator is the HBO brand's association with premium, award-winning content. Following the expected merger of WBD with Paramount Skydance in Q3 2026, Max and Paramount+ may be evaluated for consolidation, which could reshape the streaming competitive landscape significantly.