By Vinod Ram 
On May 14, 2025, Warner Bros. Discovery (WBD) announced that its streaming service, currently known as Max, will revert to its former name, HBO Max, this summer. This decision comes two years after the platform was rebranded from HBO Max to Max in an effort to broaden its appeal by incorporating content from Discovery, TLC, and HGTV. However, the move to drop the HBO branding did not resonate as intended with consumers, leading to this reversal.
Sources: Vulture.com , The Verge
The rebranding aims to emphasize the platform’s commitment to high-quality, adult-centric content synonymous with the HBO name. WBD CEO David Zaslav highlighted that the HBO brand symbolizes premium media quality and that restoring the name aims to strengthen the platform’s growth and reputation. Similarly, HBO chief Casey Bloys noted that the change better reflects the streaming service’s content and identity.
Sources: Axios.com , The US Sun
This strategic pivot also aligns with WBD’s broader efforts to streamline its offerings and focus on content that drives higher engagement. The company has been scaling back on lower-engagement genres, such as certain Discovery-branded reality shows, to concentrate on distinctive storytelling that the HBO brand represents.
Sources: Vulture.com
The rebranding is part of WBD’s plan to capitalize on the strong recognition and prestige associated with the HBO brand, aiming to deliver a more clearly defined streaming proposition that aligns with consumer expectations for premium content.
Sources: EW.com
As of 2025, the streaming service boasts 122 million global subscribers and has turned a profit in 2024. WBD projects reaching over 150 million subscribers by the end of 2026 .
Sources: axios.com
The return to the HBO Max branding underscores WBD’s recognition of the enduring value and consumer trust associated with the HBO name, as the company continues to navigate the competitive streaming landscape.
