Warner Bros. Discovery is reversing course and rebranding its streaming service back to HBO Max, just two years after dropping “HBO” from the name. The company made the announcement during its Upfront event, confirming that the change will take place this summer.
Originally launched as HBO Max in 2020, the platform was relaunched in 2023 as simply “Max” after merging with Discovery’s content library, including titles from TLC, HGTV, and Discovery Channel. The name change was intended to reflect the service’s broader appeal, including family-friendly and lifestyle content—not just HBO’s premium shows. However, that strategy appears to have fallen short.
Over the past year, the service has steadily shifted back toward its HBO roots. Warner Bros. Discovery reclassified major shows like The Penguin and Dune: Prophecy as HBO Originals instead of Max Originals. The company also experimented with always-on HBO channels and introduced a new logo in March that closely aligns with HBO’s branding.
Now, the company says reinstating the HBO name better reflects the service’s core identity. In a press release, Warner Bros. Discovery stated that “returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect.”
Casey Bloys, head of HBO, echoed the sentiment, saying the name change “better represents” the service’s premium offerings. CEO David Zaslav added, “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.”
The rebranding move underscores the enduring power of the HBO brand in a crowded streaming landscape.
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