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Why the Launch of Max in Southeast Asia Is a Game-Changer in Warner Bros. Discovery’s Biggest Target Market
After recent debuts in Japan and New Zealand, Warner Bros Discovery’s Max streaming platform gets a bigger rollout in seven East Asian territories.
After a strategic launch in Japan in September and an end-of October debut in the much smaller New Zealand market, Warner Bros, Discovery’s Max streaming platform gets a much bigger rollout in seven more East Asian territories from Tuesday. That is a barely disguised swipe at Amazon Prime Video, which announced grand plans to invest in Southeast Asian programming, but shuttered that unit in January this year, and at Disney+, which opened its local iteration in Indonesia, but has reined back content spend there. That need not be a hinderance in such a vast market, but WBD / Max could also make a useful partner for some of India’s mid-sized media operations which are struggling for scale but have local content and sports to round out a balanced bundle.
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