Warner Bros Discovery (WBD) has set an ambitious target of reaching 150 mn streaming subscribers by 2026, banking on the global rollout of Max and strict cost controls to drive profitability.

The company expects streaming profits to double this year, despite posting a surprise loss in Q4 2024 due to declines in traditional TV and weaker ad sales, Reuters reported.

Shares of WBD surged over 10 percent in early trading on Thursday as investors focused on the strong streaming growth, brushing aside losses in the TV segment. The latest results come after WBD’s decision in December 2024 to separate its cable TV businesses from its streaming and studio operations, paving the way for a potential sale or spinoff of its legacy TV assets.

The spotlight is now on WBD’s streaming business, which includes Max and Discovery+. The company is aggressively expanding Max’s global footprint, with Australia set to receive the service by March 2025, followed by Germany, Italy, and the UK in 2026. Last year, Max was launched in over 70 countries across Europe and Asia, fueling growth.

Thanks to original content like the highly anticipated first season of ‘Dune: Prophecy,’ WBD added 6.4 million streaming subscribers in Q4 2024, exceeding analyst estimates of 4.9 million.

CEO David Zaslav emphasized that the split between streaming and cable TV will enable WBD to capitalize on broader market opportunities as they emerge. “In this period of disruption, we see new possibilities unfolding,” he told analysts.

With a strong content slate, aggressive global expansion, and a leaner operational structure, WBD is positioning itself as a formidable competitor in the streaming wars, aiming for sustained growth and profitability in the coming years.