January 28, 2023

“Netflix Is Clearly Reaching Saturation In Domestic Market”

HBO Max Worldwide Boss Says Streamers Want To Go World! (Photograph Credit score: Netflix/HBO Max/Twitter )

Johannes Larcher, Head of HBO Max Worldwide, the streaming service of WarnerMedia, has made a powerful case for why development for the worldwide OTT platforms can now solely come from markets outdoors the USA.

Talking on the MipTV market in Cannes, Larcher identified that the worldwide may of Netflix is ​​a motivating issue for HBO Max’s personal development past the US

In quite a few slides devoted solely to Netflix, reviews Selection, HBO Max Worldwide Head highlighted the projected development in Netflix’s worldwide subscribers from 2021 to 2026 (147 million in 2021 to an estimated 266 million by 2026).

“Netflix is ​​clearly reaching saturation within the home market. The place will development come from? Just one place: outdoors the US,” Johannes Larcher mentioned, citing analyst estimates.

HBO Max Worldwide head additionally pointed to Netflix’s aggressive content material spend, which he mentioned was anticipated to develop from $12 billion in 2021 to $21 billion by 2026.

“$9 billion extra programming {dollars} to purchase quite a lot of content material,” Larcher identified. “That buys you nearly 700 episodes of ‘The Crown’, 50 ‘Spider Man: No Method Residence’ films. That skill to spend extra on content material on behalf of followers drives the necessity to go international.”

A streamer can solely afford such dizzying ranges of content material spend, Johannes Larcher continued, “in case you can leverage the funding over a bigger variety of subscribers. That is why all of us need to go international.”

HBO Max outdoors the US, which garnered 27 million subscribers by December 2021, is leaning into “completely different components” of the service, Larcher identified. The streamer says it intends to launch in India quickly, however it has not introduced a agency date.

It’s “closely emphasizing” core IP comparable to Intercourse and the Metropolis and Sport of Thrones — reveals which can be extra more likely to be family names in international markets — in addition to native originals.

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