The television will not be revolutionised: HBO Max’s UK launch shows how streaming now resembles the TV it replaced

The Warner Bros. Discovery streaming service HBO Max has launched in the UK. If you’re trying to work out the best way to access its content, you are faced with a choice that surely shouldn’t be this complicated.

You could subscribe to HBO Max Basic with Ads, which provides access to HBO shows like Euphoria and The White Lotus, and some films in Full HD. However, Warner Bros movies that have recently ended their theatrical run, such as the Oscar-winning Sinners and One Battle After Another, will not be available via this tier.

Alternatively, you could sign up to the Sky-owned Now platform’s new Entertainment & HBO Max Membership. This tier automatically includes the same HBO Max Basic content with ads, but displayed at a lower screen resolution. Want your Now service to match the picture quality of HBO Max’s cheapest tier? For that, you’ll need Now’s Boost add-on at an increased cost.

Neither option gives you everything, and both require you to read the small print to fully understand the restrictions they impose. And this is before you have even considered the other six monthly subscription plans HBO Max is offering at launch and the various price points available on Now. By the time you’ve weighed it all up, you might ask, wasn’t streaming supposed to make watching television simpler?

The erosion of simple streaming

When the subscription video-on-demand (SVOD) sector emerged in the late 2000s and early 2010s with Netflix at its forefront, it was marketed as something liberating. It was presented as offering a clean break from the linear broadcast, cable and satellite television services it sought to replace. Viewers could watch what they wanted, when they wanted, free of commercial interruption, and at their own pace. The sector promised a personalised viewing experience free from broadcasters’ schedules.

Yet the range of options facing UK viewers at the launch of HBO Max appears to be at odds with the sector’s founding promise of convenience and autonomy. As my colleague Laura Minor and I argue in our book Television Goes Back to the Future: Rethinking TV’s Streaming Revolution (2025), streaming platforms have already begun eroding that promise.

For instance, many SVOD services now regularly adopt weekly episode releases for series rather than the full-season drops that once distinguished streaming from traditional broadcasters. A further example is the sector’s introduction of ad-supported tiers, reintroducing the commercial interruption that subscription platforms originally promised to leave behind.

HBO Max’s UK launch, however, generates a more specific kind of friction for consumers. That is, its arrival creates uncertainty over what viewers are getting, from whom, and at what cost – a confusion rooted in the shared history between HBO and Sky in the UK.

For 15 years, British viewers have associated HBO’s prestige programming with Sky. The channel Sky Atlantic was launched in 2011 largely as a vehicle for HBO shows after Sky secured exclusive UK rights to them. Series like Game of Thrones, The Sopranos and Succession all had their UK home on Sky Atlantic. For many British viewers, HBO content has become synonymous with Sky programming.

Now, with HBO Max having arrived as a standalone service, that cultivated brand association has been distorted but not cleanly severed – Sky and Warner Bros Discovery struck an updated distribution agreement in 2024 ensuring an ongoing relationship between the two companies. This branding muddle was evident in the weeks leading up to HBO Max’s launch, when the hit Game of Thrones prequel series A Knight of the Seven Kingdoms was identified on the Now platform as Sky Atlantic programming, while HBO Max’s own UK page branded it as an HBO Original.

Both descriptions were technically accurate, but for a viewer trying to make sense of the streaming landscape, the effect was disorientating. Now has since relabelled the show as HBO Max content to coincide with the HBO Max launch, but the example illustrates the deeper confusion about where HBO content now sits in the UK market, caught between a long-standing association with Sky and a new platform asserting its own identity.

Uncertainty about HBO Max’s future adds to the complexity of the platform’s launch. Paramount Global agreed to acquire Warner Bros Discovery in late February 2026, and Paramount’s CEO David Ellison has confirmed plans to ultimately merge HBO Max and Paramount+ into a single streaming service.

How the combined service will operate and how the shift will affect existing UK subscriptions remains entirely unclear. HBO Max, then, has arrived in the UK as a platform that may not exist in its current form for long. Viewers are being asked to familiarise themselves with a new platform and navigate its relationship with Sky and Now, while its parent company simultaneously plans to fold it into something else.

The brand muddle stemming from HBO’s entanglement with Sky, and the corporate uncertainty over what Paramount Global intends to do with the HBO Max service are specific to this case.

However, the broader confusion surrounding HBO Max’s UK launch is symptomatic of a streaming sector that has come to resemble the television landscape it aimed to revolutionise. Viewers are now confronted by a sprawl of overlapping brands, tiers and add-ons that demands the kind of careful navigation more commonly associated with conventional cable and satellite TV packages.

This is a trend that looks set to continue, with analysts noting that streamers are becoming increasingly focused on bundling strategies and diversifying the range of subscription tiers they offer. This means the experience of subscribing to streaming services in 2026 feels more like a return to complexities it was supposed to move beyond – rather than a liberation from them.

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Anthony Smith does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.