Nine today announces it has been appointed by Warner Bros. Discovery (WBD) to act as the exclusive sales partner for advertising on the Max streaming service in Australia.

Launching on 31 March, Max will be the home of WBD’s premium slate of content, including HBO and Max Originals such as The Last of Us, The White Lotus and And Just Like That…, as well as hit Warner Bros. films and real-life content from Discovery, HGTV, ID and more. 

Nine’s sales team has been appointed as Max’s exclusive sales partner to commercially maximise its ad-supported Basic With Ads tier. 

Utilising Nine’s advanced tech systems, Max will be a key component of Nine’s digital video proposition to advertisers, represented by Nine Sales across the country. 

When combined with 9Now and Stan Sport, Nine’s representation of WBD creates a significant scale of audience across leading Subscription Video On Demand (SVOD) and Broadcast Video On Demand (BVOD) categories. 

Trading on Max’s extensive portfolio of world-class content, this inventory will form part of Nine’s premium revenue strategy driven by Powered (premium integrated sales and strategy) while Nine’s Centre of Digital Excellence (Digital solutions, data, product and programmatic) will form the foundation of the sales strategy. 

The relationship will allow Nine to offer agencies and clients innovative and streamlined ad solutions across both SVOD and BVOD platforms, ultimately delivering better business results for advertisers.  

WBD’s GM Australia and New Zealand, Michael Brooks, said: “This is the first time WBD’s premium slate of content has existed in one place in Australia. Launching Max with an ad-supported tier creates a compelling offer for viewers and advertisers alike, while partnering with Nine allows us to tap into their deep experience, strong relationships and proven capabilities.” 

Nine’s Acting Chief Sales Officer, Matt James, said: “The combination of Max’s amazing content and world-leading advertising products with Nine’s local expertise, sales infrastructure and scale is a unique opportunity for clients in this country. This relationship with WBD will accelerate our strategy into the digital video market and offer clients better return on investment.”

For further information, please contact:
Adrian Motte 
Senior Communications Manager – Publishing & Trade 
amotte@nine.com.au

Monday, March 17, 2025