Max Changing Its Name Back to HBO Max, Warner Bros. Discovery Announces

Warner Bros. Discovery (WBD) has announced that Max will revert to its original name, HBO Max, this summer. This marks a surprising return to the HBO Max brand, just two years after it was simplified to Max. HBO Max is renowned for hosting top-tier shows like Game of Thrones, The White Lotus, The Sopranos, The Last of Us, House of the Dragon, and The Penguin.

WBD revealed that their streaming service has achieved a remarkable turnaround, improving profitability by nearly $3 billion over the past two years. The platform has also seen significant global expansion, adding 22 million subscribers in the last year alone. WBD is confident in its trajectory, projecting a subscriber base of over 150 million by the end of 2026.

The company credits this success to a strategic focus on high-performing content, including HBO series, recent blockbuster movies, docuseries, select reality shows, and both Max and local originals. This approach has led to the de-prioritization of less engaging genres.

The decision to revert to HBO Max is driven by the association of the HBO brand with premium, high-quality content that subscribers value and are willing to pay for. In a market saturated with streaming options, WBD believes that consumers are now prioritizing quality over quantity.

“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,” WBD stated. They emphasized that while other services focus on volume, WBD distinguishes itself through quality and unique storytelling, a hallmark of HBO's 50+ year legacy.

Reintroducing the HBO brand to HBO Max is expected to enhance the service's appeal and underscore its commitment to delivering exceptional content. This move reflects WBD’s adaptability and strategic use of consumer data to optimize its offerings for continued success.

David Zaslav, President and CEO of Warner Bros. Discovery, expressed enthusiasm for the change, stating, “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, reinforced the decision, saying, “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.”