HBO Max Ireland Launch: Unlocking New Opportunities with Ad-Supported Tiers
Warner Bros. Discovery (WBD) have confirmed that HBO Max will launch in Ireland and the UK on Thursday, March 26, 2026.
This launch marks a major shift in the Irish media landscape as WBD moves to a direct-to-consumer model, consolidating its massive library of HBO, Warner Bros., and DC content into one platform.
Launch & Tiers
Beginning March 26th, Irish viewers will have four main entertainment plans to choose from. Notably, the entry-level options are built around an advertising-supported model:
Basic with Ads: Allows streaming on 2 devices in Full HD. This tier includes most content but excludes certain blockbuster movies during their initial theatrical-to-streaming window.
Standard with Ads: Includes the full library (including new movie releases) plus 30 offline downloads.
Standard (Ad-Free): The same content as the ad-supported tier but without commercial interruptions.
Premium (Ad-Free): The "ultimate" HBO Max experience with 4K UHD resolution, Dolby Atmos, and up to 100 downloads.
TNT Sports Plan: Can be purchased as a standalone plan (sport only) or as an add-on to any of the entertainment plans above. It includes TNT Sports 1-4, TNT Sports Ultimate, and live event feeds (Champions League, Premier League, UFC, etc.).
What This Means for Irish Advertisers
Sky Media has been appointed as the exclusive ad sales partner for HBO Max in Ireland. This means advertisers can buy HBO Max inventory as part of a broader Sky buy, leveraging the same advanced targeting tools (like AdSmart) they already use for linear TV and VOD.
Advertisers can now place brands alongside content that were previously ad-free in Ireland. Ads will sit within popular shows like House of the Dragon, The Last of Us, and Succession.
From day one, the "Basic with Ads" tier will be available to existing Sky Stream, Sky Glass, and Sky Q customers as part of their subscription. This ensures a massive, logged-in audience from the moment the service goes live, providing high-quality first-party data for targeting.
Sources:
https://press.wbd.com/us/media-release/hbo-max-launch-uk-ireland-thursday-march-26
https://www.broadbandtvnews.com/2026/02/09/hbo-max-to-launch-in-the-uk-and-ireland-on-26-march/
