Warner Bros. Discovery has announced that Max will revert to its former name, HBO Max, starting this summer. This decision comes just two years after the platform was rebranded from HBO Max to Max. HBO Max is renowned for hosting premium content such as *Game of Thrones*, *The White Lotus*, *The Sopranos*, *The Last of Us*, *House of the Dragon*, and *The Penguin*.
In their announcement, WBD highlighted the significant turnaround in their streaming business, achieving nearly $3 billion in profitability over the past two years. The platform has also seen substantial growth, adding 22 million subscribers in the last year and setting a target of over 150 million subscribers by the end of 2026. This success is attributed to strategic focus on high-performing programming, including HBO originals, recent box-office hits, docuseries, select reality shows, and both Max and local originals, while de-emphasizing less engaging genres.
The decision to revert to HBO Max is driven by the strong association of the HBO brand with high-quality, unique content that subscribers are willing to pay for. Amidst the vast array of streaming options, consumers are increasingly seeking out superior content rather than sheer volume. WBD noted that while other services cater to basic needs with extensive libraries, HBO Max stands out with its quality and distinctive storytelling, a reputation HBO has built over more than 50 years.
Reintroducing the HBO brand to HBO Max is expected to propel the service forward, emphasizing its unique offerings and reinforcing WBD's commitment to adapting its strategy based on consumer data and insights. This move is seen as a bold step to position the company for continued success.
David Zaslav, President and CEO of Warner Bros. Discovery, emphasized that the growth of their global streaming service is driven by the quality of their programming. He stated, "Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead."
JB Perrette, President and CEO of Streaming, added that the focus will remain on what sets HBO Max apart: delivering distinct and exceptional content for adults and families. He remarked, "It’s really not subjective, not even controversial – our programming just hits different."
Casey Bloys, Chairman and CEO of HBO and Max Content, reinforced the sentiment, stating, "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."
