HBO Max Reverts to Original Name, Warner Bros. Discovery Confirms

Warner Bros. Discovery has announced that Max will revert to its previous name, HBO Max, starting this summer. This rebranding marks a significant shift, just two years after HBO Max was renamed to Max. HBO Max serves as the streaming home for acclaimed series like *Game of Thrones*, *The White Lotus*, *The Sopranos*, *The Last of Us*, *House of the Dragon*, and *The Penguin*.

In announcing the change, WBD highlighted the remarkable turnaround of its streaming business, which improved profitability by nearly $3 billion in just two years. The company also reported adding 22 million subscribers globally over the past year and is on track to surpass 150 million subscribers by the end of 2026. WBD attributes this success to strategic focus on high-performing content such as HBO originals, recent box-office hits, docuseries, select reality shows, and both Max and local originals, while de-emphasizing genres that generate less engagement or new subscribers.

The decision to revert to HBO Max is driven by the strong association of the HBO brand with premium, quality content that viewers find worth paying for. Amidst an increasingly crowded streaming market, the demand for superior content has never been higher. WBD emphasized that consumers are not looking for more content but rather for better content. By bringing back the HBO brand to HBO Max, WBD aims to reinforce its commitment to delivering unique, high-quality programming that stands out from the competition.

WBD's strategy has evolved in response to changing consumer preferences, with a clear focus on quality over quantity. The company believes that while other services may cater to basic needs with a vast array of options, WBD distinguishes itself through its curated selection of distinct and compelling stories. This approach is supported by over 50 years of HBO's consistent delivery of top-tier content.

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, said, "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."