Warner Bros. Discovery (WBD) is set to rebrand its flagship streaming service, Max, back to its original name, HBO Max, this summer. This move, announced during the company’s upfront presentation to advertisers in New York, marks a significant reversal in the ongoing evolution of the platform’s identity and strategy.
Background: A Brief History of the Brand
2020: The service launched as HBO Max, leveraging the prestige and recognition of the HBO brand.
2023: Following the $43 billion merger between WarnerMedia and Discovery, the platform was renamed simply “Max,” aiming to reflect a broader content library that included Discovery+ programming. Despite this shift, Discovery+ continued as a standalone service.
2025: Less than two years later, WBD is reverting to HBO Max, acknowledging that the Max name did not fully resonate with audiences and that the HBO brand remains a powerful draw.
Why the Rebrand? Key Reasons
Brand Distinctiveness and Quality
WBD executives emphasized that the HBO name carries significant weight, symbolizing high-quality, premium content. The company wants to “enhance the distinctiveness” of its offering in a crowded streaming market, where consumers are increasingly seeking quality over sheer quantity of content.
Consumer Preferences
According to WBD, the decision is driven by evolving consumer habits. The company noted that “no consumer today is clamoring for more content, but many are seeking higher-quality offerings.” The rebrand is presented as a response to consumer insights, rather than a mere marketing ploy.
Subscriber Growth and Global Expansion
The platform has seen notable success, adding 22 million subscribers in the past year and expanding into new global markets. WBD projects that HBO Max could surpass 150 million subscribers by the end of 2026.
Recent Changes and Signals
Visual Identity: Earlier this spring, Max shifted its color scheme from blue to dark grey, echoing the classic HBO aesthetic. This is the second major redesign since launch, with the original HBO Max featuring a purple palette. The new branding maintains the rounded lettering associated with HBO.
Programming Focus: The company has recently prioritized HBO’s signature content, such as “The Last of Us” and “The White Lotus,” which continue to be major draws, especially in international markets.
Leadership Comments: Casey Bloys, Chairman and CEO of HBO and Max Content, stated that HBO Max “better encapsulates our present consumer proposition” and “clearly communicates our implicit promise to provide content that is acknowledged as exceptional and… worth the investment”.
Strategic Implications
Quality Over Quantity: WBD is scaling back the volume of content and doubling down on storytelling and programming that reflect HBO’s legacy of excellence.
Profitability and Competition: The streaming division has improved profitability by nearly $3 billion in the past two years. However, WBD still faces stiff competition from giants like Netflix and Amazon Prime Video, both in subscriber numbers and content investment.
Industry Reaction: The rebrand has sparked both surprise and amusement in the industry, with some seeing it as an acknowledgment that the previous shift to “Max” diluted the platform’s identity.
What’s Next for Subscribers?
The rebranding will roll out this summer. WBD assures subscribers that the focus will remain on delivering distinctive, high-quality programming for adults and families. The company believes this move will “drive the service forward” and amplify the uniqueness that subscribers expect from HBO Max.
In summary, Warner Bros. Discovery is bringing back the HBO Max name to reinforce its commitment to quality and to capitalize on HBO’s enduring reputation. This strategic pivot is rooted in consumer demand for better-not just more-content and aims to solidify the platform’s position in an increasingly competitive streaming landscape.