Warner Bros. Discovery (NASDAQ: WBD) has decided to bring back a name that many streaming fans know well. Starting today, the streaming service formerly known as Max will once again be called HBO Max. This move comes after a two-year experiment with the Max branding, and it is already sparking conversation among subscribers, industry watchers, and advertisers alike.
HBO Max first launched in 2020, promising a robust catalog of HBO originals, Warner Bros. films, and a wide range of TV favorites. It quickly became a go-to destination for viewers looking for everything from prestige dramas to classic sitcoms. In 2023, after WarnerMedia merged with Discovery to form Warner Bros. Discovery, the service dropped the “HBO” and rebranded as simply “Max.” The idea was to signal a broader range of content, including Discovery’s unscripted shows, and to appeal to a wider audience.
But the Max era never quite caught on with viewers. The HBO name carried a certain weight and reputation for quality, and losing it made the brand feel less distinct. As one executive put it, the attempt to chase Netflix by going mainstream with “Max” just didn’t land as hoped.
The decision to revert to HBO Max was announced in May, and the timing is notable. The change is rolling out just days before the Emmy nominations, a moment when the HBO brand tends to shine brightest. Warner Bros. Discovery leadership has acknowledged that the HBO name is a powerful asset, one that signals prestige and quality to both consumers and advertisers. The company is also in the process of splitting into two separate entities, with HBO Max and the Warner Bros. studios forming one company, and the cable networks like Food Network and Discovery+ forming another.
Casey Bloys, Chairman of HBO and Max content, even joked about having a drawer full of old HBO Max stationery, highlighting the company’s willingness to poke fun at itself as it makes this pivot.
For users, the transition back to HBO Max should be seamless. There’s no need to download a new app or worry about losing profiles, watch history, or preferences. The Max app will simply update its name and logo, and all existing content and features will remain in place.
Pricing is also staying the same, at least for now. The service continues to offer its ad-supported plan at $9.99 per month, a standard plan at $16.99, and a premium plan at $20.99. There are no announced changes to these tiers as part of the rebrand.
This move is about more than just a name. It reflects the challenges facing media companies as they try to stand out in a crowded streaming market. The HBO brand has long been associated with high-quality programming, from “Game of Thrones” to “Succession,” and Warner Bros. Discovery is betting that returning to this identity will help it compete more effectively with rivals like Netflix and Disney+.
The company is also navigating broader changes in the industry. The split into two companies is designed to make each business more focused and responsive to its particular market. The cable side will handle legacy networks and Discovery+, while the streaming and studios side will double down on HBO, Warner Bros. films, and related content.
For now, subscribers can expect the same shows, movies, and features they’ve come to enjoy, just under a more familiar banner. Whether this rebrand will help HBO Max regain lost ground or simply stop the bleeding remains to be seen. But one thing is clear: in the world of streaming, names matter, and HBO is a name that still carries a lot of weight.
