HBO Max Name Reinstated, 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 hosts a variety of acclaimed series including 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 (WBD) highlighted the significant turnaround in its streaming business, achieving nearly a $3 billion increase in profitability over the past two years. The company has also seen substantial global growth, adding 22 million subscribers in the last year, and projects a clear path to exceed 150 million subscribers by the end of 2026. This success, WBD stated, is due to focused efforts, investments, and a strategic shift towards programming that resonates most with audiences, such as HBO originals, recent box-office hits, docuseries, select reality shows, and both Max and local originals, while scaling back on less engaging genres.

The decision to revert to HBO Max stems from the strong association of the HBO brand with premium, distinctive content that consumers value and are willing to pay for. Amidst an increasingly saturated streaming market, WBD recognizes that consumers are seeking quality over quantity. The company noted, "This evolution has also been influenced by changing consumer needs, and the fact that no consumer today is saying they want more content, but most consumers are saying they want better content." With other services focusing on volume, WBD has carved out a niche through its commitment to quality and unique storytelling, a legacy HBO has maintained for over 50 years.

Reintroducing the HBO brand into HBO Max aims to propel the service forward, emphasizing the unique value subscribers can expect. This move also reflects WBD's adaptability and commitment to leveraging consumer data and insights to enhance its strategic positioning for future success.

David Zaslav, President and CEO of Warner Bros. Discovery, emphasized the role of quality programming in the platform's growth: "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 that the focus will remain on delivering unique and impactful content: "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, reinforced the alignment of the HBO Max brand with their current offerings: "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."