Warner Bros. Discovery (WBD) has announced that Max will revert to its former name, HBO Max, starting this summer. This surprising rebrand 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.
WBD highlighted that its streaming business has significantly improved its profitability by nearly $3 billion within two years. The company has also seen substantial growth, adding 22 million subscribers over the past year, and is on track to reach over 150 million subscribers by the end of 2026. This success, WBD states, is a result of dedicated efforts, strategic investments, and a focus on high-performing content like HBO originals, recent box-office hits, docuseries, select reality shows, and both Max and local originals, while de-emphasizing genres with lower engagement or acquisition rates.
The decision to revert to HBO Max is driven by the strong association of the HBO brand with high-quality, distinctive content that subscribers value and are willing to pay for. Amid the crowded streaming market, WBD believes that consumers are increasingly seeking better content rather than more content. By leveraging consumer data and insights, WBD has tailored its strategy to highlight the unique and compelling storytelling that sets it apart from competitors.
David Zaslav, President and CEO of Warner Bros. Discovery, emphasized that the reintroduction of the HBO brand will further boost the platform's growth. "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,” he stated.
JB Perrette, President and CEO of Streaming, added that the focus remains on delivering unique and exceptional content for adults and families. “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,” he remarked.
Casey Bloys, Chairman and CEO of HBO and Max Content, reinforced the sentiment, saying, “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.”
