HBO Max Name Reinstated by Warner Bros. Discovery

Warner Bros. Discovery has announced that Max will revert to its former name, HBO Max, starting this summer. This surprising rebrand comes just two years after HBO Max was initially changed to Max. HBO Max is the 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*.

In their announcement, WBD highlighted the streaming business's remarkable turnaround, boasting a nearly $3 billion increase in profitability over the past two years. The platform has also seen significant growth, adding 22 million subscribers in the last year, and is on track to reach over 150 million by the end of 2026. WBD attributes this success to strategic shifts in focus toward programming that resonates best with audiences, including HBO shows, recent blockbuster movies, docuseries, select reality series, and both Max and local originals, while de-emphasizing less engaging genres.

The decision to revert to HBO Max stems from the strong association consumers have with the HBO brand, which signifies high-quality, unique content that viewers are willing to pay for. Amidst the crowded streaming landscape, WBD believes that consumers are increasingly seeking out better content rather than more content. The company emphasizes that while other services may focus on quantity, WBD distinguishes itself through the quality and distinctiveness of its storytelling, a hallmark of HBO for over 50 years.

By reinstating the HBO brand in HBO Max, WBD aims to enhance the service's appeal and underscore its commitment to delivering unique and premium content. This move reflects WBD's ongoing strategy to adapt and innovate based on consumer data and insights to position itself for continued success.

David Zaslav, President and CEO of Warner Bros. Discovery, stated, "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, 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."