Essential Information
- Max is reverting to the “HBO Max” name this summer, just under two years since its last name change.
- This marks the second rebranding of the service in three years; it originally launched as HBO Max in 2020, succeeding HBO Now and operating independently from HBO Go.
- The focus for the company will shift towards delivering high-quality TV experiences instead of merely expanding its content library.
Warner Bros. Discovery has revealed that the streaming platform Max will be rebranded as HBO Max once again, much like its former identity.
After just two years of operating under the new name, HBO Max is set to make its comeback this summer, as confirmed at Wednesday’s Upfront event.
This upcoming change signifies the platform’s second name adjustment in a brief three-year span. Launched in May 2020 under WarnerMedia, the service was introduced as HBO Max, replacing HBO Now (its standalone streaming service since 2014) while remaining distinct from HBO Go (the older cable-authenticated video-on-demand service that has since been phased out).
“More Content” Wasn’t the Solution
At its inception, WarnerMedia assured that HBO Max would provide everything HBO offers, plus even more.
The platform included content from various WarnerMedia franchises, including DC Comics, Cartoon Network, and others. However, the major selling point was the ability to stream HBO’s acclaimed series without needing a cable subscription.
When Max dropped the HBO label in 2023, it left many puzzled. Suddenly, apps on devices like Google TV appeared simply as “Max,” leading subscribers to wonder about the whereabouts of their HBO favorites.
Warner Bros. Discovery stated that the objective was to extend the brand’s allure beyond HBO’s elite TV audience. By removing HBO from the name, the service aimed to incorporate reality shows, children’s programming, and blockbuster films without the constraints of HBO’s esteemed image.
A Lesson in Brand Loyalty
It turns out that viewers were vocal about their dislike for the rebranding. Despite Warner Bros. Discovery’s ambitious plans, the removal of HBO angered fans, many of whom perceived it as a loss of the prestige that initially defined the service.
The company is now taking corrective action. Rather than pursuing a strategy that prioritizes “quantity over quality” with an extensive range of random content, it’s recommitting to high-quality, must-see television.
Reintroducing the HBO name is a pivotal aspect of Warner Bros. Discovery’s strategy to expand its global subscriber base. The company believes that reinstating the HBO identity on Max will clearly communicate the caliber of content that subscribers can anticipate.