Max to return to its former name, HBO Max

Warner Bros. Discovery has announced that its streaming service Max will be rebranded to HBO Max this summer.

According to the company the return to the HBO Max branding is based on consumer data and insights. As the consumers become fatigued by the quantity of content across streaming platforms, Warner Bros. Discovery is repositioning themselves. Their refocus on the HBO name is in an effort to remind subscribers of the quality of their offerings. They hope their renewed strategy will position them for success with new and existing subscribers.

“The powerful growth we have seen in our global streaming service is built around the quality of our programming,” says David Zaslav, president and CEO of Warner Bros. Discovery. “Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”

The company reiterated that the HBO brand better represents its goals. Warner Bros. Discovery aims to lean into the streaming services biggest strength: its unique programming. “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,” says JB Perrette the president and CEO of Global Streaming and Games.