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

Warner Bros. Discovery has announced that Max will revert to its original name, HBO Max, starting this summer. This surprising rebrand comes just two years after HBO Max was renamed to Max. HBO Max is renowned for hosting premium content such as Game of Thrones, The White Lotus, The Sopranos, The Last of Us, House of the Dragon, and The Penguin.

In announcing the change, WBD highlighted a significant turnaround in its streaming business, boasting a profitability increase of nearly $3 billion within two years. The company has also seen substantial global growth, adding 22 million subscribers over the past year, and is on a clear trajectory to exceed 150 million subscribers by the end of 2026. WBD attributes this success to strategic focus on high-performing content such as HBO series, recent box-office hits, docuseries, select reality shows, and both Max and local originals, while scaling back on less engaging genres.

The decision to revert to HBO Max is driven by the strong association of the HBO brand with high-quality, unique content that subscribers are willing to pay for. Amidst a crowded streaming market, WBD recognizes that consumers are increasingly seeking better content rather than more content. By reinstating the HBO name, WBD aims to reinforce its commitment to delivering exceptional and distinctive programming.

WBD's strategy has been influenced by changing consumer demands and the understanding that audiences prefer quality over quantity. With other platforms offering vast amounts of content, WBD has differentiated itself through its focus on quality and unique storytelling, a hallmark of HBO for over 50 years. The return to HBO Max is expected to drive further growth and highlight the unique value proposition of the service, showcasing WBD's adaptability and data-driven approach to meeting consumer needs.

David Zaslav, President and CEO of Warner Bros. Discovery, emphasized that the global growth of their streaming service is rooted in 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 focus will remain on what sets them apart: delivering distinct and exceptional content for adults and families. 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 the decision by 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."