Warner Bros. Discovery has announced that Max will revert to its original name, HBO Max, starting this summer. This surprising rebrand comes just two years after HBO Max was renamed to Max. The streaming service, which will soon be known again as HBO Max, is the home to acclaimed series such as Game of Thrones, The White Lotus, The Sopranos, The Last of Us, House of the Dragon, and The Penguin.
In announcing the change, WBD highlighted the significant turnaround in its streaming business, which improved profitability by nearly $3 billion in just two years. The company also reported adding 22 million subscribers over the past year and is on a "clear path" to exceed 150 million subscribers by the end of 2026. This growth, WBD stated, is the result of "an enormous amount of hard work, investment, and re-focusing the strategy on the programming that is working best," such as HBO content, recent box-office movies, docuseries, certain reality series, and Max and local originals. The company also noted a shift away from genres that drive less engagement or acquisition.
So, why revert back to HBO Max now? The decision stems from the strong association of the HBO brand with high-quality, unique content that subscribers are willing to pay for. Amidst the vast array of streaming options, consumers are increasingly seeking better content rather than more content. WBD emphasized that "no consumer today is saying they want more content, but most consumers are saying they want better content." The company believes that other services focus on volume, while WBD distinguishes itself through quality and distinctive storytelling, a reputation that HBO has maintained for over 50 years.
Reintroducing the HBO brand to HBO Max is expected to drive the service forward and highlight the unique offerings subscribers can expect. This move reflects WBD's commitment to continuously adapt its strategy based on consumer data and insights to ensure success.
David Zaslav, President and CEO of Warner Bros. Discovery, emphasized that the growth of their global streaming service is rooted in the quality of their programming. He stated, "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 what sets them apart: "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."
