Warner Bros. Discovery (WBD) has announced that it will revert the name of its streaming platform from Max back to HBO Max starting this summer. This decision comes just two years after the service was rebranded from HBO Max to Max. HBO Max is renowned for hosting premium content like Game of Thrones, The White Lotus, The Sopranos, The Last of Us, House of the Dragon, and The Penguin.
WBD attributes the rebranding to significant improvements in its streaming business, which has seen a nearly $3 billion turnaround in profitability within two years. The company also reported adding 22 million subscribers over the past year and aims to reach over 150 million subscribers by the end of 2026. This growth, WBD states, is a result of hard work, strategic investments, and a focus on high-performing content such as HBO shows, recent box-office movies, docuseries, select reality series, and both Max and local originals.
The decision to return to the HBO Max name is driven by consumer demand for quality content. The HBO brand is synonymous with excellence and is seen as "worth paying for" amidst a saturated streaming market. WBD noted that while consumers are not seeking more content, they are increasingly demanding better content. This shift in consumer preference has influenced WBD's strategy, as the company aims to differentiate itself with high-quality, unique storytelling.
WBD emphasized its commitment to leveraging consumer data and insights to refine its approach continuously. The return to HBO Max is seen as a strategic move to enhance the service's appeal and underscore its promise of delivering exceptional content.
David Zaslav, President and CEO of Warner Bros. Discovery, highlighted that the growth in their global streaming service is driven by the quality of their programming. He stated that bringing back the HBO brand will accelerate this growth in the coming years.
JB Perrette, President and CEO of Streaming at WBD, reiterated the focus on unique content that appeals to both adults and families, distinguishing their programming from competitors.
Casey Bloys, Chairman and CEO of HBO and Max Content, expressed confidence that HBO Max better represents their current consumer proposition and their commitment to delivering content that is recognized as unique and worth paying for.
