Warner Bros. Discovery (WBD) has announced that Max will revert to its former name, HBO Max, starting this summer. This rebrand comes just two years after the platform was renamed from HBO Max 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 their announcement, WBD highlighted that their streaming business has achieved a remarkable turnaround, boosting profitability by nearly $3 billion in two years. The service has also expanded globally, adding 22 million subscribers over the past year. WBD is confident in reaching over 150 million subscribers by the end of 2026. This success, the company states, is due to significant efforts, strategic investments, and a focus on high-performing programming like HBO originals, recent box-office hits, docuseries, select reality shows, and both Max and local original content, 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. In an era where streaming options are abundant, consumers crave superior content over sheer volume. WBD noted that while other services focus on quantity, WBD distinguishes itself through the quality and distinctiveness of its storytelling, a hallmark of HBO's 50+ year legacy.
Reintroducing the HBO brand into HBO Max is seen as a strategic move to propel the service forward and emphasize the unique offerings subscribers can expect. This decision reflects WBD's commitment to adapt and refine its approach based on consumer data and insights to ensure continued success.
David Zaslav, President and CEO of Warner Bros. Discovery, emphasized the role of quality programming in the service's growth, stating, "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, reinforced the rationale behind the rebranding, saying, "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."
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