HBO Max: Warner Bros. Discovery Reverts Name Change

Warner Bros. Discovery has announced that Max will be reverting to its original name, HBO Max, starting this summer. This decision comes just two years after the streaming service 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 the announcement, WBD highlighted the significant turnaround in its streaming business, achieving nearly $3 billion in profitability over the past two years. The platform has also seen substantial growth, adding 22 million subscribers in the last year alone. WBD is confident in reaching over 150 million subscribers by the end of 2026. This success is attributed to strategic refocusing on high-performing content such as HBO originals, recent box-office hits, docuseries, select reality shows, and both Max and local originals, while de-emphasizing less engaging genres.

The decision to return to the HBO Max name is driven by the strong association of the HBO brand with quality and unique content that subscribers value highly. Amid the vast array of streaming options, consumers are increasingly seeking content that stands out and is "worth paying for."

WBD emphasized that consumer preferences have shifted away from wanting more content to demanding better content. While other services focus on volume, WBD has carved out a niche with its quality and distinctive storytelling, a reputation that HBO has upheld for over 50 years. Reintroducing the HBO brand into HBO Max is seen as a move to further enhance the service's appeal and underscore WBD's commitment to evolving its strategy based on consumer insights.

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, remarked, "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."