Warner Bros. Discovery has announced that starting this summer, Max will revert to its former name, HBO Max.
The unexpected rebrand comes just two years after the streaming service transitioned from HBO Max to Max. Soon to be known again as HBO Max, the platform is home to popular series 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 dramatically improved profitability by nearly $3 billion within two years, and is expanding globally after adding 22 million subscribers over the past year. The company projects a "clear path" to exceed 150 million subscribers by the end of 2026.
“This success stems from extensive effort, investment, and a renewed focus on programming that performs exceptionally well—like HBO series, recent blockbuster movies, docuseries, select reality shows, and original content from Max and local productions—while reducing emphasis on genres with lower engagement or subscriber growth,” the company explained.
So, what’s behind the return to HBO Max? Audiences associate the HBO brand with high-caliber, distinctive content that feels "worth paying for"—a perception that’s increasingly valuable amid today’s crowded streaming landscape.
“This shift also reflects evolving consumer preferences. While most users aren't asking for more content, they are consistently demanding better quality,” WBD noted.
“As rival services focus on quantity to meet basic entertainment needs, WBD sets itself apart through premium storytelling and unique narratives. Over more than 50 years, no brand has embodied this better or more consistently than HBO.
“Reintegrating the HBO name into HBO Max will amplify the service’s distinctive appeal and reinforce the superior experience subscribers can expect. It also underscores WBD’s commitment to adapting its strategy using consumer insights to maximize future success.”
David Zaslav, President and CEO of Warner Bros. Discovery, commented: “Our global streaming growth is fueled by outstanding programming. By reviving the HBO brand—a symbol of media excellence—we aim to accelerate that growth in the coming years.”
JB Perrette, President and CEO of Streaming, added: “Our focus remains on what makes us different: not trying to be everything to everyone, but offering standout entertainment for adults and families alike. It’s not a matter of opinion—our content simply stands out.”
Casey Bloys, Chairman and CEO of HBO and Max Content, stated: “Given our current trajectory and positive momentum, we believe HBO Max more accurately reflects what we offer today. It reaffirms our commitment to delivering uniquely compelling content that lives up to HBO’s longstanding standard: worth paying for.”
