Warner Bros. Discovery has announced that Max will revert to HBO Max this summer, just two years after its previous rebranding.
The streaming platform – home to acclaimed series like Game of Thrones, The Last of Us, and House of the Dragon – is returning to its original HBO branding following its short-lived Max identity.
WBD revealed that its streaming division achieved nearly $3 billion in profitability improvements over two years, while expanding globally with 22 million new subscribers last year. The company projects exceeding 150 million subscribers by late 2026.
"This success stems from strategic refocusing on high-performing content categories like HBO originals, recent theatrical releases, documentaries, and select reality programming," the company stated, "while reducing emphasis on less engaging genres."
The reversion to HBO Max capitalizes on HBO's longstanding reputation for premium, distinctive content that audiences actively choose to pay for – a critical differentiator in today's oversaturated streaming market.
"Current viewer preferences emphasize content quality over quantity," WBD noted. "While competitors focus on volume, we've differentiated ourselves through superior storytelling that HBO has consistently delivered for over five decades."
"Reinstating the HBO brand reinforces our commitment to distinctive programming that sets industry standards. This strategic shift demonstrates our data-driven approach to maintaining competitive advantage."
"Our streaming growth is fueled by programming excellence," said Warner Bros. Discovery CEO David Zaslav. "Restoring the HBO brand, synonymous with media excellence, will propel our future expansion."
JB Perrette, Streaming President and CEO, added: "We're doubling down on our unique positioning – delivering exceptional content for discerning adult and family audiences. Our programming undeniably stands apart."
HBO and Max Content Chairman Casey Bloys concluded: "The HBO Max rebrand accurately reflects our premium offering and reaffirms our commitment to delivering truly distinctive content that justifies its value – exactly what HBO has always represented."
