Warner Bros. Discovery (WBD) is making another major push in its international streaming expansion, confirming that Max will launch in Turkey on April 15, officially replacing BluTV, the Turkish streamer it acquired in 2023. The move marks Turkey as the 77th market for Max and underscores WBD’s growing commitment to local content investments as it seeks to capture more global subscribers.
The transition means BluTV’s existing catalog and local brand recognition will be merged into Max’s broader global content ecosystem, which includes HBO and Max Originals, Warner Bros. and DC Studios films, live sports from Eurosport, kids’ programming from Cartoon Network and Cartoonito, and news from CNN International. The company also confirmed an increase in Turkish original productions, with new local streaming originals set to roll out in the coming months.
Why Turkey Matters for WBD and Max
Turkey represents a strategic market for WBD due to its large, entertainment-hungry audience and its position as one of the most populous countries in the EMEA (Europe, Middle East, and Africa) region. With a population exceeding that of Germany, the U.K., or France, the Turkish market presents a significant opportunity for Max to expand its subscriber base and further solidify its position in the global streaming landscape.
WBD is betting that by combining BluTV’s local storytelling power with Max’s global content portfolio, it can significantly enhance engagement and attract more subscribers. Jamie Cooke, General Manager of CEE, MENA, and Turkey at Warner Bros. Discovery, highlighted the importance of this move, stating:
“Türkiye is a key market as we take Max global. By combining the best of BluTV’s content together with the global content from Max and its enhanced global platform, we’re not only improving the user experience, but also offering subscribers much more to choose from. This marks a significant and exciting milestone in fully integrating BluTV into Warner Bros. Discovery’s global portfolio.”
Max’s expansion into Turkey follows its recent international rollouts as part of a broader WBD strategy to scale its streaming operations beyond North America and Western Europe. WBD reported 116.9 million global streaming subscribers as of Q4 2024, adding 6.4 million new customers in the last quarter alone. With this momentum, the company is positioning itself to compete aggressively in new territories.
Max’s Content Strategy in Turkey: More Originals, More Global Hits
One of WBD’s key strategies for success in new markets is localizing its content approach, and Turkey is no exception. The company has confirmed that Turkish originals will continue to be a focus, with more productions planned post-launch. This approach mirrors what other major streaming players—such as Netflix and Disney+—have done to gain traction in Turkey, where local storytelling resonates strongly with audiences.
Among the key titles highlighted in the transition is Magarsus, a Turkish drama likened to Succession, set in the world of the citrus fruit business. The show’s second season premieres March 6 on BluTV, but its final two episodes will air exclusively on Max on April 17 and 24—symbolizing BluTV’s transition to its new home.
Max will also house popular BluTV local productions such as Prince and Bezhat Ç., while adding major global hits from HBO and Max Originals, alongside blockbuster films from Warner Bros. Pictures and DC Studios.
Additionally, sports content from Eurosport and children’s programming from Cartoon Network and Cartoonito will be available, positioning Max as a broad-content platform for Turkish audiences.
What Happens to Existing BluTV Subscribers?
For existing BluTV subscribers, the transition to Max will be automatic. Users who already subscribe to BluTV will retain access to its content, but with an expanded offering that now includes a wider range of global content.
The company also confirmed that Hepsiburada Premium members—who previously had access to BluTV through a strategic partnership—will continue to enjoy access to Max. This ensures a seamless transition for thousands of existing subscribers.
Can Max Succeed in Turkey’s Competitive Streaming Market?
Max’s launch in Turkey will place it in direct competition with established players like Netflix, Disney+, and Amazon Prime Video, all of which have made significant investments in Turkish original programming. Netflix, in particular, has found success by leaning heavily into local-language content, producing hits like The Protector and Ethos that have resonated both locally and internationally.
Max will need to differentiate itself by leveraging both its local originals and its exclusive global content library—a strategy that WBD has used successfully in other markets. The inclusion of sports, kids’ content, and news may also help it carve out a niche that some competitors lack.
However, pricing will also be a key factor. Streaming services in Turkey face challenges due to local economic conditions and price sensitivity among consumers. If Max can offer competitive pricing—potentially leveraging bundling strategies or partnerships with Turkish telecom companies—it could gain an edge in the battle for market share.
The Bigger Picture: WBD’s Global Streaming Expansion
Max’s launch in Turkey is part of a broader international expansion strategy for WBD as it looks to scale up its streaming business globally. The company has aggressively expanded Max beyond the U.S. and is eyeing further growth in high-potential markets.
By bringing BluTV under its global umbrella, WBD is aligning its strategy with other media giants that have prioritized international growth as the next major driver for streaming revenue. With 116.9 million subscribers and growing, WBD’s bet on Turkey is just one piece of a larger global push that will likely continue in 2025 and beyond.
Final Thoughts
Max’s arrival in Turkey on April 15 represents a significant milestone for WBD, both in terms of its global expansion and its commitment to Turkish content. By replacing BluTV with Max, WBD is integrating a well-known local brand into its worldwide platform, offering both global and local content to Turkish audiences.
With a competitive market, growing streaming demand, and a focus on localized originals, the success of Max in Turkey will depend on how well WBD executes its content, pricing, and engagement strategies. But one thing is clear: WBD is doubling down on international expansion, and Turkey is a critical part of its global game plan.
