Warner Bros. Discovery announced today that streaming platform Max will be rebranded back to “HBO Max” this summer.
“Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead,” said David Zaslav, President and CEO of Warner Bros. Discovery.
Removing the most recognizable name in prestige television in favor of a rather generic adjective like “Max” was seen as a baffling decision by most when it happened back in 2023, and years later, the company now seems to agree. Said Casey Bloys, Chairman and CEO of HBO and Max Content, “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.”
