Warner Bros. Discovery is officially bringing back a name synonymous with prestige television: HBO Max. During its upfront presentation to advertisers in New York, the company announced that the streaming service, known as Max, will return to its original moniker later this summer.
"This change is a reflection of our continued evolution and our response to what consumers are telling us," said JB Perrette, President and CEO of Streaming. "People aren't asking for more content-they're asking for better content. HBO Max speaks more directly to that expectation."
The decision marks a full-circle moment for the platform, which originally launched as HBO Max in 2020 before undergoing a rebrand in 2023 that dropped the "HBO" label. That change was intended to reflect a broader content offering that combined the cinematic storytelling of HBO with lifestyle and reality programming from Discovery+. However, as Warner Bros. Discovery executives acknowledged this week, it never fully resonated with audiences.
While the company refrained from directly calling the previous rebrand a misstep, it framed the return to HBO Max as a strategic pivot rooted in data and audience insights. In the words of the official statement, the move demonstrates "a willingness to iterate boldly"-a subtle nod to the lukewarm reception the "Max" name received.
Over the past year, Max has seen notable success, adding 22 million subscribers and expanding into international markets. The platform has also experimented with new verticals, including live sports, news, and a dedicated CNN subscription tier. Yet despite these innovations, HBO-branded content has remained the anchor of its global appeal, with hits like "The White Lotus", "The Last of Us", and "Succession" driving subscriptions and cultural relevance.
Hints of the shift back to HBO Max began emerging earlier this spring, when the app's color palette transitioned from blue to a sleek dark gray-a subtle design evolution that echoed the platform's roots. The newly unveiled logo retains the original rounded typeface, emphasizing continuity with the brand's heritage.
"With the momentum we've built and the quality of storytelling we continue to deliver, HBO Max is simply a better reflection of what our subscribers value. It's a promise-one that stands for content that is not just good, but exceptional and worth paying for," said Casey Bloys, Chairman and CEO of HBO and Max Content.
Since the $43 billion WarnerMedia-Discovery merger in 2022, the streaming business has been a central focus for the company. Though the division recently turned profitable, it still lags behind the margins of traditional cable. That makes brand identity all the more critical, and few brands in television have the cachet of HBO.
CEO David Zaslav echoed this sentiment during a recent earnings call, declaring HBO to be "the strongest it's ever been," and drawing comparisons to NBC's iconic "Must-See TV" era.
Looking ahead, Warner Bros. Discovery is positioning the return of HBO Max not just as a rebrand, but as a recommitment to quality. With subscriber projections aiming for 150 million by 2026, the company hopes the revived name will sharpen its competitive edge in an increasingly crowded streaming landscape.
"We're doubling down on what makes us stand out," said Zaslav. "By bringing HBO back to the forefront, we're reminding the world of the gold standard in entertainment."
Tags: hbo, hbo max, max, streaming
