HBO Max Renamed by Warner Bros. Discovery

Warner Bros. Discovery has announced Max will revert to its original HBO Max branding this summer, just two years after the initial rebrand.

The streaming platform - which hosts premium content including Game of Thrones, The Last of Us, and House of the Dragon - previously operated as HBO Max before becoming Max in 2022.

WBD revealed its streaming division achieved nearly $3 billion in profitability improvements over two years, while gaining 22 million subscribers globally in the past year alone. The company projects surpassing 150 million subscribers by 2026.

"Our success stems from strategic focus on high-performing content - HBO originals, recent theatrical releases, docuseries, and select reality shows - while reducing investment in underperforming genres," the company stated.

Why Revert to HBO Max?

The decision reflects consumer research showing strong brand equity for HBO, which audiences associate with premium, must-watch programming. In today's crowded streaming landscape, quality differentiation has become crucial.

"Modern consumers aren't asking for more content - they're demanding better content," WBD explained. "While competitors focus on volume, we excel at delivering distinctive, high-quality storytelling cultivated through HBO's 50-year legacy."

The company believes reinstating the HBO name will reinforce these quality associations and accelerate growth. "This strategic pivot demonstrates our commitment to data-driven decisions that optimize our market position," they added.

Executive Perspectives

WB Discovery CEO David Zaslav noted: "Our streaming growth stems from exceptional programming. Reincorporating HBO - the gold standard in premium content - will fuel this momentum."

Streaming chief JB Perrette emphasized differentiation: "We're not trying to be everything to everyone. We deliver distinctive, elevated programming for discerning adult and family audiences."

HBO/Max Content chief Casey Bloys added: "HBO Max better reflects our current value proposition and reinforces our promise of must-have content that justifies its price."