Why is Warner Bros. Discovery changing the streaming service name back to HBO Max?

The company is reverting to HBO Max because the HBO brand represents high-quality programming that resonates strongly with viewers, based on internal data and market feedback. The previous rebrand to Max in 2023 caused confusion and failed to broaden appeal as hoped, despite adding Discovery content.

When will the rebranding from Max to HBO Max take effect?

The change will officially take effect this summer, with the app's name and interface updating to HBO Max's black-and-white aesthetic. Subscribers will see the update automatically without needing to take action.

What is the history of name changes for this streaming service?

This marks the fourth or fifth rebrand in the last decade or 15 years, starting from HBO Go in 2010, HBO Now, HBO Max in 2020, Max in 2023, and now back to HBO Max. The shifts aimed to balance premium HBO content with broader family-friendly and Discovery offerings.

How has the streaming service performed since the Max rebrand?

Despite branding issues, it added 22 million global subscribers since the 2023 Max launch and aims to exceed 150 million by end of 2026. Recent expansion in Southeast Asia gained 1.4 million subscribers in Q4 2024 alone.

What did Warner Bros. Discovery executives say about the rebrand?

CEO David Zaslav stated the growth is built on quality programming, and bringing back HBO will accelerate it further. JB Perrette and Casey Bloys emphasized focusing on distinct, high-quality content rather than everything for everyone.

Will current subscribers need to do anything for the name change?

No, the rebranding will happen automatically this summer, updating the app name and look without any action required from users. Content and subscriptions remain the same.

Back to being HBO Max: Warner Bros. Discovery reverting t...

Warner Bros. Discovery announced the
comeback of its former name, HBO Max, earlier on Wednesday. The
rebranding will officially take effect this summer.

The announcement was made during the company’s upfront presentation
at Madison Square Garden, New York. WBD President and CEO David Zaslav
confirmed the name will revert to HBO Max again.

David Zaslav, the President and CEO of Warner Bros. Discovery, said
at the presentation: “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.”

More insights on the forthcoming change were put forward by JB
Perrette, President and CEO of Streaming, and Casey Bloys, Chairman and
CEO of HBO and Max Content, who remarked, “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.”

Elaborating further, Casey Bloys stated, “With the course we are on
and the 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 recognised as unique and, to
steal a line we always said at HBO, worth paying for.”

HBO Max was originally launched in 2020 when WarnerMedia was still
under AT&T. The “Max” suffix was intended to denote the platform’s
provision of a vast content range which includes reality shows,
documentaries, children’s programming, films, and premium HBO content.

At the time HBO’s audience was considered small and primarily
U.S.-based, a reason for it being positioned as a sub-brand within a
larger streaming platform.

In 2023, following the divestiture from AT&T and the merger
between Discovery Communications and WarnerMedia, the service was
rebranded as "Max." This change also integrated content from Discovery+
into the platform.

Now, two years later, Warner Bros. Discovery is reversing that decision, reviving the old name HBO Max.

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Back to being HBO Max: Warner Bros. Discovery reverting to its old name

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