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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 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.
In announcing the rebrand, Warner Bros. Discovery (WBD) highlighted significant progress in their streaming business, noting a nearly $3 billion increase in profitability over two years. The platform has added 22 million subscribers in the past year and is on track to reach over 150 million by the end of 2026. WBD attributes this success to strategic focus on high-performing content such as HBO series, recent box-office hits, docuseries, select reality shows, and Max and local originals, while de-emphasizing less engaging genres.
The rationale behind reverting to HBO Max lies in the strong association of the HBO brand with premium, quality content that subscribers are willing to pay for. Amidst the flood of streaming options, consumers are increasingly seeking out content that stands out for its excellence. WBD stated, "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 further emphasized that while other services focus on quantity, HBO has distinguished itself through its commitment to quality and distinctive storytelling over more than 50 years. By reintroducing the HBO brand to HBO Max, WBD aims to enhance the service's appeal and underscore its dedication to delivering unique and compelling content. This move reflects WBD's adaptability and responsiveness to consumer data and insights, positioning the company for continued success.
David Zaslav, President and CEO of Warner Bros. Discovery, stated, "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, 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."
