In a strategic reversal, Warner Bros. Discovery (WBD) announced Wednesday that its flagship streaming platform, Max, will be rebranded as HBO Max, reviving a name that had previously defined the service.
The news came during WBD’s Upfront presentation to advertisers in New York, where Casey Bloys, CEO of HBO, confirmed the shift. The rebrand aims to sharpen the platform’s identity in a crowded streaming landscape by spotlighting the enduring prestige of the HBO brand.
“We all know this industry is cluttered. Streaming has become a lot like fast fashion,” said Max chief marketing officer Shauna Spenley. “So when we think about our competitive advantage, it’s the same one that we’ve had at HBO for the last 50 years.”
The decision marks yet another chapter in the platform’s evolving identity. Initially launched as HBO Now in 2015, the service became HBO Max in 2020. Following the merger of WarnerMedia and Discovery in 2022, the newly formed Warner Bros. Discovery rebranded the service simply as Max in 2023, in a bid to showcase its expanded content library—including HBO originals, Warner Bros. films, and Discovery’s non-scripted offerings.
However, that move arguably diluted HBO’s premium brand recognition. The return to HBO Max signals a renewed focus on high-quality storytelling and a bid to differentiate itself from competitors.
The rebrand underscores WBD’s effort to center its most valuable asset—HBO—as the primary draw for subscribers. Despite recent hits from Warner Bros. Pictures, such as A Minecraft Movie and Sinners, the company has faced challenges, especially in the superhero space. DC Studios continues to lag behind rival Marvel Studios, which itself has seen waning interest amid broader superhero fatigue.
Even with the addition of 5.3 million new Max subscribers in the latest quarter, WBD still trails behind streaming giants like Netflix and Amazon Prime Video.
By restoring the HBO Max name, WBD is leaning into a legacy of critically acclaimed content and cultural cachet. The rebrand is expected to roll out in the coming months, as the company repositions itself amid shifting viewer expectations and increased competition.
