HBO Max Rebrands to Max, Warner Bros. Discovery Reveals

Warner Bros. Discovery has announced that Max will revert to its former name, HBO Max, starting this summer. This surprising rebrand comes just two years after HBO Max was renamed to Max. HBO Max is the streaming platform renowned for hosting blockbuster series 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, Warner Bros. Discovery (WBD) highlighted a remarkable turnaround in its streaming business, achieving nearly $3 billion in profitability over the past two years. The company also noted significant global growth, adding 22 million subscribers in the last year and setting a "clear path" to exceed 150 million subscribers by the end of 2026. WBD attributes this success to strategic focus on high-performing content, including HBO originals, recent box-office hits, docuseries, certain reality series, and both Max and local originals, while scaling back on less engaging genres.

The decision to revert to HBO Max stems from the strong association consumers have with the HBO brand, which is synonymous with premium, quality content that stands out in the crowded streaming market. WBD emphasizes that in today's landscape, where consumers are overwhelmed with choices, they crave content that is not just more, but better. The company notes that while other services focus on volume, WBD distinguishes itself through its commitment to quality and unique storytelling, a tradition HBO has upheld for over 50 years.

By reintroducing the HBO brand into HBO Max, WBD aims to propel the service forward, highlighting the unique value subscribers can expect. This move reflects WBD's adaptability and commitment to leveraging consumer data and insights to optimize its strategy for future success.

David Zaslav, President and CEO of Warner Bros. Discovery, stated, "The powerful growth we have seen in our global streaming service is built around the quality of our programming. 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, "We will continue to focus on what makes us unique – not everything for everyone in a household, but something distinct and great for adults and families. It's really not subjective, not even controversial – our programming just hits different."

Casey Bloys, Chairman and CEO of HBO and Max Content, said, "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."