Warner Bros. Discovery (WBD) has announced that Max will revert to its former name, HBO Max, starting this summer. This decision comes just two years after the platform was rebranded from HBO Max to Max. The streaming service, which will soon be known again as HBO Max, is home to acclaimed 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 achieved a significant turnaround, improving profitability by nearly $3 billion over the past two years. The company also reported adding 22 million subscribers globally in the last year and projects a clear path to exceed 150 million subscribers by the end of 2026. This growth, WBD states, is due to strategic focus on programming that resonates with audiences, including HBO content, recent box-office movies, docuseries, select reality series, and both Max and local originals. They have de-prioritized genres that do not drive engagement or acquisition.
The decision to revert to HBO Max stems from the strong association consumers have with the HBO brand, which is synonymous with high-quality, unique content that subscribers are willing to pay for. Amid the vast array of streaming options, WBD believes that consumers are increasingly seeking better content rather than more content.WBD emphasized that consumer needs have evolved, with a demand for quality over quantity. The company has differentiated itself through its commitment to quality storytelling, a hallmark of HBO for over 50 years. By reinstating the HBO brand in HBO Max, WBD aims to enhance the service's appeal and underscore its commitment to delivering exceptional content. This move also reflects WBD's adaptability and strategic use of consumer data to position the service for continued success.
David Zaslav, President and CEO of Warner Bros. Discovery, stated, "The powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead."
JB Perrette, President and CEO of Streaming, added, "We will continue to focus on what makes us unique – 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."
Casey Bloys, Chairman and CEO of HBO and Max Content, concluded, "With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. And it clearly states our implicit promise to deliver content that is recognized as unique and, to steal a line we always said at HBO, worth paying for."
