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 decision 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 the announcement, WBD highlighted the remarkable turnaround of its streaming business, which has improved profitability by nearly $3 billion in the past two years. The platform has also expanded globally, adding 22 million subscribers over the last year. WBD aims to reach over 150 million subscribers by the end of 2026, attributing this growth to strategic focus on high-performing content including HBO originals, recent box-office hits, docuseries, select reality shows, and both Max and local originals. They have de-emphasized genres that do not significantly boost engagement or attract new subscribers.

The reversion 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. Amid the vast array of streaming options, consumers are increasingly seeking superior content over quantity. WBD noted that while other services focus on volume, WBD distinguishes itself through the quality and distinctiveness of its storytelling. HBO's legacy of over 50 years of delivering exceptional content further solidifies this strategy.

By reintroducing the HBO brand into HBO Max, WBD aims to enhance the platform's appeal and emphasize the unique value proposition it offers to subscribers. This move also reflects WBD’s commitment to adapt its strategy based on consumer data and insights, positioning the company for continued success.

David Zaslav, President and CEO of Warner Bros. Discovery, emphasized that the growth of 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 focus will remain on what sets WBD apart—offering content that is distinct and appealing to adults and families alike. He remarked, "It’s really not subjective, not even controversial – our programming just hits different."

Casey Bloys, Chairman and CEO of HBO and Max Content, concluded that the name HBO Max better reflects their current consumer proposition. He said, "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."