Get the latest gossip

Warner Bros. Discovery’s JB Perrette Charts Max Expansion Path as Platform Launches in Australia: ‘The Winners in This Streaming Game Are Going to Be Big-Scaled, Global Players’ (EXCLUSIVE)

Warner Bros. Discovery streaming chief JB Perrette outlines Max's global strategy and premium content approach.

While Max initially launched in the U.S. with the tagline “the one to watch” — suggesting a generalist, family-first approach — Perrette reveals the company has refined its positioning based on consumer feedback and data analysis. Pointing to existing Australian productions like “Aussie Gold Hunters” as examples of “great local storytelling” that can travel globally, Perrette notes these shows demonstrate a content philosophy that transcends the streaming era. “The general idea of paying one price and getting access to a broad set of content is enormously appealing to customers,” he says, citing the success of Disney’s bundle with Disney+, Hulu and Max in the U.S., which has shown “very low churn and very high lifetime value.”

Get the Android app