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 the platform was rebranded 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, Warner Bros. Discovery highlighted that their streaming business has achieved a remarkable turnaround, improving profitability by nearly $3 billion in just two years. The platform has also seen significant global growth, adding 22 million subscribers over the past year. WBD is confident in reaching over 150 million subscribers by the end of 2026. This success is attributed to strategic focus on high-performing programming, including HBO originals, recent box-office hits, docuseries, select reality shows, and both Max and local originals, while de-emphasizing 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 the vast array of streaming options, consumers are increasingly seeking out superior content rather than sheer volume. WBD noted that while other services focus on quantity, HBO Max stands out with its quality and distinctive storytelling, a reputation HBO has built over more than 50 years.

Reintroducing the HBO brand to HBO Max is expected to propel the service forward, emphasizing the unique value it offers to subscribers. This move also reflects WBD's commitment to continuously refine its strategy based on consumer data and insights to ensure ongoing 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 makes HBO Max unique—offering 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 that the rebranding to HBO Max better reflects their current consumer proposition. He stated, "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."