Warner Bros Discovery (WBD) has announced it will revert its streaming service’s name from Max back to HBO Max, marking its second name change in three years. The decision was unveiled during the company’s annual upfront presentation in New York on Wednesday.
Originally, the rebranding from HBO Max to Max in 2023 aimed to broaden the service’s appeal to family-friendly audiences by distancing from HBO’s premium, adult-focused image. However, the move was met with confusion and criticism, as many subscribers primarily engaged with HBO’s content such as popular hits like The White Lotus and The Last of Us. Internal data and market feedback indicated that the HBO brand still held significant value and resonated strongly with viewers, prompting WBD to reverse course.
Despite the branding turbulence, the streaming platform has experienced substantial growth, adding 22 million subscribersglobally since the Max rebrand. WBD is now looking to exceed 150 million subscribers by the end of 2026, signalling …