HBO Max Rebrands Back to Max, Warner Bros. Discovery Reveals

Warner Bros. Discovery has announced that Max will be reverting to its original name, HBO Max, this summer. This rebranding comes just two years after the service was renamed from HBO Max to Max. HBO Max is the streaming home for acclaimed series such as Game of Thrones, The White Lotus, The Sopranos, The Last of Us, House of the Dragon, and The Penguin.

In their announcement, WBD highlighted that their streaming business has seen a remarkable turnaround, improving profitability by nearly $3 billion in just two years. The platform has also been expanding globally, adding 22 million subscribers over the past year. WBD projects a "clear path" to surpassing 150 million subscribers by the end of 2026. This success, they claim, is due to strategic focus on programming that resonates well with audiences, including HBO series, recent box-office hits, docuseries, select reality shows, and both Max and local originals, while moving away from genres that do not engage or attract subscribers as effectively.

The decision to revert to HBO Max is driven by the strong association of the HBO brand with high-quality, unique content that viewers are willing to pay for. Amid the crowded streaming landscape, consumers are increasingly seeking out superior content rather than sheer volume. WBD noted that while other services focus on quantity, WBD has carved out a niche with its quality and distinctive storytelling. HBO, with its 50+ year legacy, epitomizes this commitment to excellence.

Reintroducing the HBO brand into HBO Max is expected to propel the service forward and underscore its unique value proposition. This move reflects WBD's agility in adapting its strategy based on consumer data and insights to optimize its position in the market.

David Zaslav, President and CEO of Warner Bros. Discovery, emphasized that the growth in their global streaming service is driven by the quality of their programming. He stated, "Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead."

JB Perrette, President and CEO of Streaming, added that the service will continue to focus on its unique offerings, catering to adults and families with content that stands out. He noted, "It’s really not subjective, not even controversial – our programming just hits different."

Casey Bloys, Chairman and CEO of HBO and Max Content, reinforced this sentiment, stating, "With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. And it clearly states our implicit promise to deliver content that is recognized as unique and, to steal a line we always said at HBO, worth paying for."