This is why Max is changing its name back to HBO Max
Somehow… HBO Max has returned, with Warner Bros announcing that the Max streaming service will return to its original name.
Max, the streaming platform owned by Warner Bros, is changing its name (back) to… HBO Max.
Max launched in the streaming service boom of the early 2020s, with hopes of exclusively hosting Warner Bros and HBO’s library of movies and TV shows and competing against the likes of Netflix and Prime Video.
It was originally called HBO Max, as it succeeded both HBO Now and HBO Go. Three years later, following WarnerMedia’s merger with Discovery, it was officially rebranded as Max in an effort to be “welcoming to all and easily recognizable, including to… kids and families.”
Now, Warner Bros’ CEO David Zaslav has announced that the platform is changing its name again – only this time, it’s going back to HBO Max.
Why Max is going back to HBO MaxMax is being renamed HBO Max for a simple reason: HBO represents quality, prestige programming, and Warner Bros believes it’s a more appropriate selling point for its customers. In other words, if someone sees “HBO”, they’re more likely to sign up.
After all, HBO is responsible for House of the Dragon, Succession, and The Last of Us. That’s not to say there haven’t been any good Max originals (Peacemaker and The Pitt are standouts), but the streamer hasn’t made the same cultural splash as its more esteemed broadcasting arm.
“The powerful growth we have seen in our global streaming service is built around the quality of our programming,” Zaslav explained at the company’s upfront presentation (via THR).
“Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”
Casey Bloys, CEO of HBO and Max content, added: “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.”
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In a further statement, WarnerMedia said the decision was “influenced by changing consumer needs, and the fact that no consumer today is saying they want more content, but most consumers are saying they want better content.”
“With other services filling the more basic needs with volume, WBD has clearly distinguished itself through its quality and distinct stories, and no brand has done that better and more consistently over 50+ years than HBO,” it continued.
“Returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering. It is also a testament to WBD’s willingness to keep boldly iterating its strategy and approach – leaning heavily on consumer data and insights – to best position itself for success.”
In the meantime, keep tabs on this year’s releases with our 2025 TV calendar and check out our list of the best TV shows of all time.
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