Warner Bros. Discovery has revealed that Max will revert to its original HBO Max branding starting this summer.
This unexpected shift comes just two years after HBO Max was rebranded as Max. The streaming platform, soon to be HBO Max again, hosts acclaimed series such as Game of Thrones, The White Lotus, The Sopranos, The Last of Us, House of the Dragon, and The Penguin.
In announcing the change, Warner Bros. Discovery highlighted a remarkable turnaround in its streaming business, boosting profitability by nearly $3 billion in two years and expanding globally with 22 million new subscribers in the past year. The company projects surpassing 150 million subscribers by the end of 2026.
“This success stems from significant effort, investment, and a strategic focus on high-performing content like HBO series, recent theatrical releases, docuseries, select reality shows, and original Max and local productions, while scaling back on genres with lower engagement or acquisition impact,” the company stated.
Why return to HBO Max now? The HBO brand is synonymous with premium, distinctive content that subscribers value highly in today’s crowded streaming landscape.
“Consumer preferences have evolved, and today’s audiences aren’t asking for more content—they’re demanding better content,” Warner Bros. Discovery noted.
“While other platforms meet basic needs with volume, Warner Bros. Discovery stands out with its commitment to quality and compelling storytelling, a legacy HBO has upheld for over five decades.
“Restoring the HBO brand to HBO Max will propel the service forward, reinforcing the unique value subscribers can expect. This move reflects Warner Bros. Discovery’s bold, data-driven strategy to continuously refine its approach for optimal success.”
David Zaslav, President and CEO of Warner Bros. Discovery, stated: “Our global streaming service’s robust growth is fueled by the excellence of our programming. Reinstating the HBO brand, a symbol of unparalleled quality in media, will drive further success in the years to come.”
JB Perrette, President and CEO of Streaming, added: “We’ll keep emphasizing what sets us apart—not content for everyone, but exceptional, distinctive stories for adults and families. Our programming resonates uniquely.”
Casey Bloys, Chairman and CEO of HBO and Max Content, remarked: “Given our strong momentum, HBO Max better reflects our current offering. It underscores our commitment to delivering distinctive, premium content that’s truly worth paying for.”
