Warner Bros. Discovery (WBD) has announced that it is rebranding its streaming service, Max, to HBO Max. If the name sounds familiar, it’s because that was what the platform was originally called when it launched in the US in 2020, back when WBD was just WarnerMedia. Of course, it is also not to be confused with HBO Go, the service that was discontinued when Max reached our shores.
In 2022, WBD chose to rebrand HBO Max to just Max when it decided to unite the libraries of HBO Max and Discovery+ under one umbrella. The name implied that the platform would offer the maximum amount of content that had maximum appeal. Of course, removing the “HBO” part of the name meant that the streaming service would be distancing itself from the recognizable HBO brand. That was apparently part of the plan, as WBD believed at the time that the HBO name would alienate audiences that generally flocked to rival platforms like Netflix.
Now, it seems the company has realised its mistake and is walking back the name change. In a recent statement, WBD explained that this decision was influenced by changing consumer needs, acknowledging that customers value the quality of the content, rather than quantity. WBD CEO David Zaslav stated that the HBO brand represents the highest quality in media, and that bringing it back will further accelerate the growth of the streaming service in the years to come.
President and CEO of Streaming JB Perrette went on to say that the company will continue to focus on what makes it unique, which is not everything for everyone in a household, but rather something distinct and great for families and adults. WBD provided no exact date for the rebrand, but mentioned that it is coming this summer. The company is also reportedly considering splitting Discovery from Max as it seeks to differentiate itself from existing streaming platforms.
In case you’re wondering, the service is still known as Max locally. Chances are, this recent changes will likely be reflected soon.
(Source: Ars Technica, Warner Bros. Discovery)
