HBO Max Rebranding: Warner Bros. Discovery Reveals Name Change Back to Max

In a surprising move, Warner Bros. Discovery (WBD) has announced that Max will be rebranded back to HBO Max this summer—just two years after initially changing the service from HBO Max to simply Max. The streaming platform remains the go-to destination for acclaimed content such as *Game of Thrones*, *The White Lotus*, *The Sopranos*, *The Last of Us*, *House of the Dragon*, and *The Penguin*.

According to WBD, its streaming division has made significant strides in financial performance, improving profitability by nearly $3 billion over the past two years. The platform has also expanded globally, adding 22 million subscribers in the last year alone. With this momentum, WBD expressed confidence in achieving more than 150 million subscribers by the end of 2026.

The company credits this turnaround to a renewed strategic focus on high-performing content categories such as HBO originals, recent theatrical releases, documentary series, select reality programming, and localized Max originals—while reducing emphasis on less-engaging genres.

So why the return to the HBO Max name? The HBO brand is deeply associated with premium, high-quality storytelling—content that consumers perceive as “worth paying for.” In today’s crowded streaming landscape, where choice fatigue is real, clarity and brand recognition matter more than ever.

As WBD explained, consumer sentiment has shifted—not toward wanting more content, but better content. While other platforms compete on volume, HBO Max aims to stand out through distinctive narratives and superior production value. Over five decades, HBO has consistently delivered that kind of quality more effectively than any other brand in the industry.

Reintroducing the HBO name into the service’s title reinforces the promise of excellence that subscribers have come to expect. It also reflects WBD’s agile approach to strategy, driven by consumer insights and data-informed decisions aimed at long-term success.

David Zaslav, President and CEO of Warner Bros. Discovery, commented: “Our global streaming growth is rooted in the strength of our content. By bringing back HBO—the gold standard of premium entertainment—we’re accelerating that growth and reinforcing our commitment to delivering the best possible viewing experience.”

JB Perrette, President and CEO of Streaming, added: “We’re focusing on what sets us apart—not trying to be everything to everyone, but offering something truly unique and valuable for adults and families. Our content speaks for itself.”

Casey Bloys, Chairman and CEO of HBO and Max Content, concluded: “Given our current trajectory and strong viewer engagement, HBO Max better reflects who we are today. It clearly communicates our promise to deliver content that stands out—and just like we always said at HBO, content that’s genuinely worth paying for.”