HBO Max Leads Streaming Bundling Globally, Ampere Analysis Finds
HBO Max is the most widely bundled streaming service across 20 major international markets, according to novel research from Ampere Analysis, solidifying the importance of strategic partnerships in a saturated streaming landscape. The findings, released on March 23, 2026, reveal a growing trend of platforms collaborating with telcos, pay TV providers, and other streaming services to expand reach and reduce subscriber acquisition costs.
Key Findings from Ampere Analysis
- Dominant Bundling Presence: HBO Max boasts 60 unique distribution partners, encompassing pay TV operators, telecommunications companies, and other streaming platforms.
- Close Competition: Disney+ follows with 52 partners, while Netflix has secured 47 bundling agreements. Apple TV and Amazon Prime Video trail with 27 and 26 partners, respectively.
- Scale of Partnerships: HBO Max appears in 303 partner bundles, surpassing Disney+ (289), Netflix (263), Apple TV (174), and Amazon Prime Video (161).
- Regional Variations: Disney+ leads in bundling partnerships in North America, while Netflix dominates in Western Europe. HBO Max’s strength lies in Central and South America, and Central and Eastern Europe.
- Key Markets: Brazil, the United States, and Poland represent the largest HBO Max bundling markets, collectively accounting for 30 different bundle partners.
- “Hard” Bundles Predominate: 44% of HBO Max partnerships are structured as “hard” bundles, meaning the streaming service is a fixed component of the package and cannot be separated. An example is the upcoming inclusion of HBO Max in Sky Ultimate TV in the UK.
The Importance of Bundling in a Competitive Market
Jaanika Juntson, research manager at Ampere Analysis, emphasizes that these findings underscore the continuing importance of operator relationships in streaming distribution. “As competition between platforms intensifies, partnerships with telcos, pay TV providers and other streamers are becoming an increasingly important tool for expanding reach in saturated markets,” Juntson stated. “For streaming platforms, these partnerships provide an important way to reach new audiences while reducing subscriber acquisition costs as well as aiding retention.”
Regional Breakdown of Bundling Success
While HBO Max leads globally, the bundling landscape varies significantly by region. Disney+ has established a strong presence in North America, leveraging existing relationships and brand recognition. Netflix, conversely, dominates bundling efforts in Western Europe. HBO Max’s success in Central and South America and Central and Eastern Europe is attributed to its established distribution model in those markets.
Looking Ahead
The trend towards bundling is expected to continue as streaming services seek to navigate an increasingly competitive market. Strategic partnerships will likely become even more crucial for platforms aiming to expand their subscriber base, lower acquisition costs, and improve customer retention. The full findings are based on Ampere’s new Pricing and Bundling dataset for the streaming video market, due to launch in Q2 2026. [Source: Broadband TV News], [Source: TV Technology], [Source: Advanced Television], [Source: Media Play News]
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