HBO Max Expansion Strengthens Netflix’s Strategic Foundations, Says JB Perrette

Jordan Hartwell

Published: February 9, 2026 8:26 AM ET

HBO Max Expansion Strengthens Netflix’s Strategic Foundations, Says JB Perrette

JB Perrette, the global streaming head for Warner Bros. Discovery (WBD), affirmed that HBO Max’s impending launch in the UK bolsters Netflix’s strategic position. Speaking at a press briefing, he indicated that the rollout in a key market like the UK is beneficial for the streaming giant, especially amidst potential merger talks between Netflix and WBD.

HBO Max Launch and Netflix’s Strategic Foundations

Perrette pointed out that the success of HBO Max in the UK aligns with Netflix’s goals of enhancing the HBO brand. He noted that both Ted Sarandos and Greg Peters from Netflix publicly express their respect for HBO and its unique positioning. According to Perrette, the vibrant presence of HBO Max in the UK will extend its influence beyond industry circles, fostering a broader audience.

Strategic Relationships and Market Positioning

Perrette emphasized that the relationship between HBO and Sky remains, but HBO Max is positioned as the primary platform for HBO content in the UK.
He mentioned the stark contrast between HBO Max and Sky, urging viewers to consider HBO Max for comprehensive access to HBO’s catalog.
Andrew Georgiou, WBD’s UK and Ireland chief, highlighted the opportunity to attract the 21 million UK streaming subscribers who don’t utilize Sky’s services.

Perrette acknowledged the challenges of transitioning during corporate changes but remained optimistic about the excitement surrounding new European content. This includes the highly anticipated Harry Potter series, which is being filmed nearby and is expected to be a landmark event for HBO Max.

Future of HBO in the UK

Both Perrette and Georgiou expressed that the landscape is shifting, offering creatives a chance to showcase their work across a broader reach. With ongoing partnerships and new content opportunities, HBO aims to strengthen its original productions, including the upcoming series “Youth” from Sharon Horgan.

As HBO Max continues to expand, its position in the streaming market could redefine viewer access and creative collaborations across Europe, enhancing its competitive edge against existing platforms.