James Gibbons, the President of Warner Bros. Discovery for the Asia-Pacific region, expressed strong confidence in the streaming service Max's performance across the area, even as the company gears up for a significant corporate restructuring that will separate its streaming and studio business from traditional television networks.

Speaking at the APOS conference in Indonesia, Gibbons highlighted that the strategic objectives for the Asia-Pacific region remain consistent, despite the impending corporate changes. He was especially optimistic about Max's launch in Australia in March, where it used the tagline "all killer, no filler" to stand out in a competitive streaming market. "Every expectation we had in the market has been exceeded on every front," Gibbons stated, noting robust subscriber growth, revenue, and engagement metrics.

In Australia, Max introduced an ad-supported tier, partnering with Nine Entertainment for ad sales. The service also launched exclusively through Foxtel, providing immediate access to Foxtel's existing customer base while also being available directly to consumers. "We've seen a tremendous authentication rate there, and in the retail space, we were available across the market to all segments, which has never previously been the case in Australia," Gibbons said.

In Japan, the company took a different approach by partnering with local streaming service U-Next rather than launching independently. This strategy has proven successful, with Max content viewing increasing by more than 40% post-launch. By working with U-Next, Max was able to access their entire user base and complement a strong lineup of local Japanese content.

Gibbons also acknowledged the importance of investing in local productions to expand the market. The company's anime studio in Japan has already seen success with titles like "Batman Ninja vs. Yakuza League," set to premiere exclusively on Max in July. Additionally, the film "Cells at Work" became one of the most successful box office hits in Japan, based on a popular manga.

Strategic casting decisions, such as featuring Lisa from K-pop group Blackpink in "The White Lotus" season 3, filmed in Thailand, have also contributed to the service's global impact. "That made Thailand possibly, if not the number one, one of the most successful markets of 'White Lotus' globally," Gibbons noted.

In Southeast Asia, Warner Bros. Discovery has primarily operated through partnerships due to legacy relationships with HBO channels and HBO Go. However, the company plans to focus more on direct-to-consumer retail subscriptions in the future. "It’s just taking one step at a time to make sure that we’re focused," Gibbons explained.

For key markets like South Korea and India, the company continues to work with partners such as Coupang Play and JioStar, though these arrangements may evolve as market conditions change.

Gibbons emphasized that Warner Bros. Discovery's strategy extends beyond streaming, leveraging popular franchises for theme park experiences and consumer products. The Harry Potter Studio Tour in Japan, launched two years ago, remains fully booked daily, with a second location planned for Shanghai.

"When you have a fan base, and you know you have streaming, which is essentially a fan base and IP engine that’s building, you have then the opportunity to serve that fan base with experiences, consumer products, and games," Gibbons explained.

He sees significant untapped potential in the Asia-Pacific region, home to two-thirds of the world's population and three of the five largest economies, representing a substantial market for streaming growth.

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