HBO Max is back: Warner Bros. Discovery reverts streaming service name
After two years as “Max,” the platform is returning to its original name this summer.
Warner Bros. Discovery has announced that its streaming service Max will officially be rebranded as HBO Max later this summer.
The decision comes after two years of operating under the simplified “Max” branding, which was introduced in 2023 following the merger between WarnerMedia and Discovery, Inc..
According to Casey Bloys, Chairman and CEO of HBO and Max Content, the change is a response to consumer feedback and market evaluation. Bloys stated, “This is really a reaction to being in the market for two years, assessing what works, and leaning into it.”
Why did Warner Bros. Discovery drop “HBO” in the first place?
When the Max rebrand was introduced in 2023, the goal was to expand the platform’s appeal beyond HBO’s prestige programming. However, the removal of “HBO” from the name confused subscribers and diluted the brand’s identity, leading Warner Bros. Discovery to reverse course.
David Zaslav, President and CEO of Warner Bros. Discovery, emphasized that HBO remains synonymous with high-quality entertainment, stating, “Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate growth in the years ahead.”
What’s next for HBO Max?
The return of HBO Max will not affect the platform’s content lineup, which continues to feature major productions such as:
- ‘The Last of Us’ Season 2
- The upcoming ‘Harry Potter’ series
- ‘House of the Dragon’ Season 3
- ‘A Knight of the Seven Kingdoms’
Warner Bros. Discovery aims to surpass 150 million subscribers by the end of 2026, leveraging HBO’s reputation for premium storytelling.
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