Max, which was once HBO, reverts to HBO Max

Warner Bros. Discovery announced today that its streaming service is undergoing yet another branding change. This would mark its second name change in three years, and even more if you count the days of HBO's subscriber-exclusive streamer. The streamer previously known as HBO Max (2018–2022), then as Max (2022–2025), will henceforth be known as… checks notes …HBO Max, again.

The rebrand will take place this summer and is part of a push by Warner Bros. Discovery to grow subscriber counts globally. The company’s statement shares its belief that returning the HBO branding to the Max streaming service will help signal to its customers the type of quality content they can expect from their subscription. The new (see: old) name makes more pointed use of the brand's iconic name. It reads in part: "This evolution has also been influenced by changing consumer needs, and the fact that no consumer today is saying they want more content, but most consumers are saying they want better content."

Bullish on the brand power of HBO, Zaslav said, "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."

Warner Bros. Discovery reported earnings last week and mentioned the Max platform nearly 30 times in its nine-page letter to shareholders, touting subscriber and profitability milestones. The company clearly sees HBO Max as a core component to future growth, and HBO as the most valuable branding asset in its expanded portfolio since AT&T's merger with Discovery, Inc. in 2022. Look, as long as you keep making White Lotus, I don't care what you call it.

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