Media agencies have not yet had contact from Warner Bros. Discovery (WBD) about the advertising options on its new streaming service Max, insiders told AdNews.
Max is due to launch direct to consumer in Australia March 31 and will have a range of subscription tiers, including premium, standard and an ad-supported tier.
But the business behind the advertising buys have no understanding of pricing, packages, audiences, representative contacts etc.
A spokesperson from WBD told AdNews "we are excited about launching Max locally and will be sharing more details on the ad supported plan and opportunities soon".
Max is up against an already competitive ecosystem within Australia's entertainment options, the convoluted space has caused a dramatic decrease of advertising prices.
There is opportunity though for platforms that identify and fill specific content gaps like sports, niche genres could gain a foothold, Havas national head of partnerships and adtech Kevin Fernandes said.
But the platform is not top of mind as last month a media agency CEO told AdNews they even didn't know Max was stepping into the market.
AdNews contacted a majority of local media agencies, all gave no comment as 'it's too early' to talk about impressions of the new streaming platform.
Today HBO announced season two of The Last of Us will debut April 14 exclusively on Max.
Independent creative agency Special and GroupM media agency EssenceMediacom are leading the launch of streaming platform Max in Australia after being appointed in a competitive pitch.
Last week, WBD appointed John Beohm as the local senior director of content planning and scheduling for Max, he joined from BINGE where he was director of content for the past four years.
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