She's back, folks — and by "she," I'm of course referring to HBO Max, which was rather unceremoniously stripped of its prestigious HBO title a while ago. But don't worry, nobody will have to utter the forgettable "Max" name on its own anymore, as it's once again being paired with the unforgettable HBO.
The streaming service issued a press release to mark the official switch on July 9, and it seems the company understands people might find this return to the old name a bit amusing. The statement in the release simply reads, "It's good to be Home."
The brand also launched a promotional video showcasing its vast library of original shows, acquired hit movies, and beloved series. The ad concludes with the same tagline — "It's good to be Home" — and features the revived name, with a friendly reminder that plans start at $9.99.
HBO Max first launched in May 2020. Three years later, following the Warner Bros. Discovery merger in April 2022, the streamer was rebranded to just "Max," completely dropping the iconic HBO name in May 2023. However, that change only lasted about two years, as the company announced in May 2025 it would revert to the original name.
When explaining the latest rebrand, Warner Bros. Discovery emphasized that the HBO legacy is actually a key brand asset. "This shift has also been guided by evolving viewer preferences. Today, few consumers are asking for more content, but most are seeking better content," stated WBD.
The company further added: "While other services focus on volume to meet basic needs, WBD has clearly distinguished itself through quality and distinctive storytelling. No brand has done this better or more consistently for over 50 years than HBO. Reintegrating the HBO brand into HBO Max will propel the service forward and amplify the unique experience subscribers can expect.
It also demonstrates WBD's commitment to boldly refining its strategy based on consumer data and insights, ensuring it remains positioned for success."
