Sky Atlantic will remain the primary destination for first-run HBO content on linear TV, including upcoming seasons of House of the Dragon
HBO Max has finally launched in the UK market and has made its debut on platforms including Sky, NOW, EE and Virgin Media.
From 26 March, HBO Max Basic with Ads, normally priced at £4.99 (€5.80) a month, is included within Sky TV subscriptions for eligible customers. Existing NOW Entertainment members also gain access to the service at no additional cost through a new bundled membership.
The move forms part of Sky’s broader aggregation strategy, bringing together HBO Max, Disney+, Netflix, Hayu and Sky TV within a single subscription and user interface.
Sky said new customers can access the combined offering through its Ultimate TV package from £24 (€28) a month, with the option to bundle broadband services.
HBO Max content, including titles such as Succession, The Wire and Game of Thrones, along with Warner Bros. films including Dune and The Batman, is now integrated across Sky’s platforms, including Sky Glass, Sky Stream and Sky Q. Content is surfaced through the Sky OS interface alongside programming from other streaming services and linear channels.
Sky Atlantic will remain the primary destination for first-run HBO content on linear TV, including upcoming seasons of Euphoria, House of the Dragon and The Last of Us.
For NOW, the integration creates a combined Entertainment & HBO Max membership priced from £6.99 (€8.10) a month for new customers, while existing users are migrated automatically. A lower-priced NOW Entertainment tier without HBO Max will also be available from £4.99 (€5.80).
The launch also extends to sports distribution, with TNT Sports available via the HBO Max app for Sky customers who subscribe to the sports pack, alongside access through traditional Sky channels and Sky Go.
HBO is also available on Virgin Media, though not bundled, meaning HBO Max is available via Virgin TV 360 / Stream boxes as an app you subscribe to separately.
EE subscribers can also use the HBO app to take the streamer or subscribe via the NOW bundle.
Source: https://www.broadbandtvnews.com/2026/03/26/hbo-max-launches-on-sky-and-now-in-uk-bundle-push/
