HBO Max Reverts to Original Name, Warner Bros. Discovery Confirms

Warner Bros. Discovery has announced that Max will revert to its former name, HBO Max, starting this summer. This rebranding reverses the decision made just two years ago to change HBO Max to Max. HBO Max is the streaming platform renowned 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*.

WBD highlighted that its streaming service has achieved a remarkable turnaround, boosting profitability by nearly $3 billion within two years. The platform has also expanded globally, gaining 22 million subscribers in the last year and is on a "clear path" to surpass 150 million subscribers by the end of 2026. This success, according to WBD, stems from strategic focus on high-performing content like 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 is driven by the strong association of the HBO brand with top-quality, unique content that subscribers value and are willing to pay for. Amidst the crowded landscape of streaming services, consumers are seeking better content rather than more content. WBD emphasized that while other platforms focus on quantity, HBO has consistently delivered quality and distinct narratives for over 50 years.

The rebranding to HBO Max aims to reinforce the platform's commitment to delivering exceptional content, further driving growth and setting the service apart. This move reflects WBD's proactive approach to strategy and consumer insights, positioning the company for continued success.

David Zaslav, President and CEO of Warner Bros. Discovery, emphasized the role of quality programming in the platform's growth, 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, reinforced the focus on unique content, saying, "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, added, "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."