HBO Max Name Reinstated, Warner Bros. Discovery Confirms

Warner Bros. Discovery (WBD) has announced that Max, their streaming platform, will revert to its original name, HBO Max, starting this summer. This decision comes just two years after HBO Max was rebranded to Max. HBO Max is renowned for hosting critically acclaimed series such as *Game of Thrones*, *The White Lotus*, *The Sopranos*, *The Last of Us*, *House of the Dragon*, and *The Penguin*.

WBD highlighted that their streaming service has seen a significant turnaround, improving profitability by nearly $3 billion in the last two years. They've also experienced substantial growth, adding 22 million subscribers in the past year alone. The company is on track to reach over 150 million subscribers by the end of 2026. This success is attributed to a strategic focus on high-performing content such as HBO originals, recent box-office hits, docuseries, specific reality shows, and both Max and local originals, while de-emphasizing less engaging genres.

The rationale behind returning to the HBO Max name is rooted in the strong association consumers have with the HBO brand, which is synonymous with premium, unique, and valuable content. In a crowded streaming market, WBD believes that the HBO brand can better meet the evolving demands of consumers who prioritize quality over quantity. According to WBD, "no consumer today is saying they want more content, but most consumers are saying they want better content."

WBD's focus on quality and distinctive storytelling sets it apart from competitors that offer a broader range of content. The company emphasized that HBO has consistently delivered high-quality media over the past 50 years. Reintroducing the HBO brand to HBO Max is expected to propel the service forward and highlight its unique offerings. This move reflects WBD's commitment to adapting its strategy based on consumer data and insights to optimize its position for future 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."