Warner Bros. Discovery is gearing up to launch a sports tier for its Max streaming service, with a planned debut coinciding with the start of the Major League Baseball playoffs, sources familiar with the matter have revealed.
The company’s strategy involves simulcasting games from prominent leagues, including MLB, NBA, NHL, and NCAA, encompassing events like college basketball’s March Madness, all to be available on Max. Additionally, the sports content will feature highlights, interviews, and other offerings from Bleacher Report, the company’s sports media outlet.
In a bid to capture a younger audience, Warner Bros. Discovery intends to utilize the Bleacher Report brand for the new tier. This move aims to cater to viewers who are progressively veering away from traditional pay-TV bundles and aligning more with digital sports brands like Bleacher Report.
Warner Bros. Discovery acquired Bleacher Report in 2012, and it continues to operate as a subsidiary under the merged WarnerMedia and Discovery entity.
During a recent second-quarter earnings conference call, Warner Bros. Discovery executives hinted at potential increased charges for sports content, with CEO David Zaslav indicating forthcoming announcements. The company’s focus is on effectively monetizing sports content, given its dedicated and fervent fan base.
Negotiations are underway for Max to simulcast MLB playoff games on both TBS and Max, according to insiders who wished to remain anonymous due to the private nature of discussions. However, it’s important to note that no MLB games will be exclusive to Max.
As the MLB playoffs commence on October 3, similar discussions have taken place with the NBA, which is set to kick off its regular season on October 24. The NBA is contemplating a comparable arrangement, where only games aired on the TNT cable network would be simulcast on Max. Any potential exclusive Max NBA games would likely materialize in the future, possibly in conjunction with the NBA’s rights renewal agreement with Warner Bros. Discovery, which is set to expire in April 2024.
Although pricing details for the upcoming sports tier have not been finalized, sources indicate that Warner Bros. Discovery is actively exploring options. Presently, Max is available at $15.99 per month without ads or $9.99 per month with advertisements.
When approached for comment, a spokesperson for Warner Bros. Discovery declined to provide additional information.
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