As HBO Max’s UK launch date is finally unveiled, JB Perrette has argued that the long-awaited rollout of the streamer in one of its most crucial territories is “helpful to Netflix’s strategic foundations.”
Perrette, Warner Bros. Discovery‘s (WBD) global streaming boss, was of course this morning addressing what will potentially be the biggest media M&A deal of the century, which could soon see Netflix snap up WBD, and with that HBO and its streaming platform.
With the longer-term future of HBO Max somewhat uncertain given what could happen if it gets swallowed up by one of the world’s biggest streamers, Perrette pushed back on the idea that Netflix top brass would be unhappy with HBO Max rolling out across the world.
“I can’t speak for Netflix but the one thing that’s very clear in the public statements you’ve heard from Ted [Sarandos] and Greg [Peters] is they have an enormous amount of appreciation, respect and value for the HBO brand,” said Perrette during a UK press briefing this morning. “They value the brand as we’re defining it, which is something that is distinct, premium and different to mass volume.”
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Perrette added that Netflix “wants the [HBO] brand to be vibrant and dynamic, to be stronger and to be visible.” “So having it in this [UK] market and begin to actually have more of a broad following, as opposed to just an industry following, which is sort of where [HBO content] has been residing within Sky, is very helpful for [Netflix’s] strategic foundations.”
Perrette acknowledged “we are in a moment of corporate transition, which is hard for our team,” but said this is helped by “the excitement” of the European launches and upcoming content like the Harry Potter series, which he described as “the biggest straming event in the history of HBO Max and arguably in streaming, period.”
Line in the sand on Sky
Having revealed a separate tie-up with Prime Video today, Perrette used the press briefing to draw something of a line in the sand under the previous HBO-Sky output deal, instead reiterating that HBO Max will be the ultimate destination for HBO content in the UK.
Although HBO and Sky still have a relationship in place, HBO Max is launching much later in the UK than the U.S. and other territories due that previous output deal.
“If you want everything, the only place you can get it is HBO Max,” added Perrette. “You might be able to see the newer season of Euphoria on Sky, but the only place you’ll find all of it is HBO Max.”
Andrew Georgiou, WBD’s boss in the UK and Ireland, said “there is a world outside of Sky,” as he pointed to the 21 million streaming subs in the UK who don’t subscribe to the Comcast-owned pay-TV giant. “To be able to say to a bunch of the guys outside the Sky universe that they have access to a completely different proposition than Sky is compelling,” added Georgiou.
Perrette said the rollout in major European territories like the UK and Germany, which is only just taking place, helps with talent relations.
“It’s hard when telling creative talent in Italy, Germany, the UK, or frankly the U.S., that you will be able to see their show in one place here, and in a different place in another,” he added. “Now we have a ubiquitous footprint. It is a hugely compelling proposition to say to creatives and talent, ‘You will be everywhere’.”
HBO boss Casey Bloys has “very good relationships” with all UK co-pro partners beyond Sky, Perrette added.
“Over time, we will continue to explore ways in which we can do more in this market,” he said. “We are very much open for business at a time when the public service broadcasters are challenged and the model is challenged.”
HBO has “no objection” to making more original content out of the UK, Perette added, pointing to Sharon Horgan’s upcoming series Youth, which comes from the Bad Sisters star’s indie Merman. Harry Potter, meanwhile, is being filmed “just down the road” from where the press briefing was taking place at Warner Studios Leavesden. That one launches next year.