HBO Max Rebrands Back to Max, Announces Warner Bros. Discovery

Warner Bros. Discovery (WBD) has announced that Max will revert to its previous name, HBO Max, this summer, marking a significant rebranding just two years after the initial change from HBO Max to Max. This streaming service, known 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, is set to leverage the HBO brand's reputation for quality.

The decision to revert to HBO Max comes on the heels of a successful financial turnaround, with WBD reporting a near $3 billion increase in profitability over the last two years. The company also highlighted its global expansion, adding 22 million subscribers in the past year and setting a target of over 150 million by the end of 2026. This growth is attributed to strategic programming focused on HBO, recent box-office hits, docuseries, select reality shows, and both Max and local originals, while scaling back on less engaging genres.

WBD emphasized that this strategic shift is driven by consumer data and insights, aiming to enhance the service's unique offerings. The company is committed to providing content that stands out, focusing on what makes it distinct rather than trying to cater to everyone.

David Zaslav, President and CEO of Warner Bros. Discovery, underscored the role of quality programming in the service's growth and expressed confidence that reinstating the HBO brand will further propel HBO Max forward. JB Perrette, President and CEO of Streaming, reinforced the focus on unique content that appeals to both adults and families. Casey Bloys, Chairman and CEO of HBO and Max Content, stated that the rebranding to HBO Max better reflects the service's current value proposition and commitment to delivering content that is recognized as exceptional and worth the investment.