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

Max is set to revert its name to HBO Max this summer, as announced by Warner Bros. Discovery. This decision comes just two years after the platform was renamed from HBO Max to Max. HBO Max is 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.

In announcing the name change, Warner Bros. Discovery (WBD) highlighted the remarkable turnaround of its streaming business, noting a near $3 billion increase in profitability over the past two years. The platform has also seen significant growth, adding 22 million subscribers in the last year alone. WBD projects a clear trajectory to surpass 150 million subscribers by the end of 2026. This growth, they attribute to strategic refocusing on high-performing programming such as HBO originals, recent blockbuster movies, docuseries, select reality shows, and 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 quality and unique content that subscribers value highly. In an era where streaming options are plentiful, WBD believes that consumers are increasingly seeking out content that stands out for its quality rather than sheer volume. They noted, "no consumer today is saying they want more content, but most consumers are saying they want better content." WBD aims to differentiate itself from competitors by focusing on quality and distinctive storytelling, a hallmark of HBO's 50+ year legacy.

The rebranding to HBO Max is expected to enhance the platform's appeal by emphasizing the unique value proposition it offers to subscribers. WBD's decision reflects its commitment to adapting its strategy based on consumer data and insights to ensure 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, echoed this sentiment, stating, "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."