‘HBO Max’ Branding Returns as Warner Bros. Discovery Reverses Strategy
Warner Bros. Discovery announced that it will bring back the HBO Max name in summer 2025. The move reverses a decision from 2023, when the company dropped “HBO” from its title and rebranded the platform simply as “Max.” Executives shared the news during their annual upfront event in New York, signaling a shift in how they plan to position their streaming service moving forward.
Initially, the company had rebranded to “Max” to unite content from HBO, Warner Bros., and Discovery under one name. However, many viewers didn’t connect with the new identity. As time passed, data showed that audiences continued to associate the strongest shows with HBO’s legacy, not with Max as a brand.
CEO David Zaslav explained that the HBO name remains important to people who care about story-driven programming. “We’re returning to what works,” he said. “HBO has always stood for a certain standard.”
Meanwhile, JB Perrette, head of streaming, confirmed that the platform will continue offering a mix of genres. Still, it will highlight the types of shows that built HBO’s reputation.
Here are some important updates:
- The service’s previous name will return in mid-2025
- The Max rebrand confused many viewers and failed to gain traction
- The company wants to reconnect with longtime subscribers who trust the HBO label
- Max currently serves 122.3 million global subscribers (as of Q1 2025)
- Executives aim to grow that number to 150 million by the end of 2026
After reporting a profitable year in 2024, the company feels ready to double down on its strongest content. Executives believe that by returning to a more recognizable name, they can improve customer retention and attract new subscribers.
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