Warner Bros. Discovery has announced that Max will revert to its former name, HBO Max, starting this summer. This unexpected rebranding comes just two years after the platform was renamed from HBO Max to Max. HBO Max is renowned for hosting acclaimed 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 highlighted that its streaming business has achieved nearly $3 billion in profitability turnaround over the past two years. The company has added 22 million subscribers in the last year alone and is on a "clear path" to surpass 150 million subscribers by the end of 2026. This growth is attributed to a strategic focus on programming that resonates with audiences, including HBO content, recent box-office hits, docuseries, select reality shows, and Max and local originals, while de-emphasizing genres that offer less engagement or acquisition value.
The decision to revert to HBO Max is driven by the strong association of the HBO brand with high-quality, unique content that viewers find "worth paying for." In a landscape crowded with streaming options, consumers increasingly seek out superior content rather than more volume. Warner Bros. Discovery noted that consumer preferences have evolved, with most consumers desiring better content rather than more of it. By emphasizing quality and distinctive storytelling, HBO has set itself apart from competitors over its 50+ year history.
Returning to the HBO Max name is expected to further propel the service forward, highlighting its unique offerings and demonstrating Warner Bros. Discovery's commitment to adapting its strategy based on consumer data and insights. David Zaslav, President and CEO of Warner Bros. Discovery, emphasized that the growth of their global streaming service hinges on 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, reinforced the focus on delivering unique and impactful content, saying, "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, concluded, "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."
