Max is getting its “HBO” back, says Warner Bros. Discovery (WBD).
Starting this summer, the streaming service will once again be called HBO Max, a move the company announced as not just a name change, but also a strategy shift.
WBD made the announcement during its 2025 Upfronts in NYC, with execs explaining that the move is all about leaning into what’s working. Basically, they said: people don’t want more content, they want better content.
And nothing screams quality quite like HBO, they argued, with over half a century worth of content and pop-culture staying power backing them up. Think prestige shows, buzzy docs, major movies, and iconic franchises. In a world of streaming glop, they are hoping to re-re-define themselves as a place for quality.
Despite all of their audience’s rolled eyes with every name-change and marketing push, WBD did manage to make some real progress in the streaming world. In the past few years, it managed to turn its streaming business around—to the tune of nearly $3 billion in profit gains and 22 million new subscribers globally.
Now, they say that their plan is to double down on what makes them stand out: adult-focused content, big-name brands like DC and Harry Potter, and must-watch series that actually feel worth your time.
Per Casey Bloys, chairman and CEO of HBO and and Max Content, this will keep them at their roots, and their bottom line.
“With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition."
"And it clearly states our implicit promise to deliver content that is recognized as unique and, to steal a line we always said at HBO, worth paying for.”
So, yeah! HBO Max is back, and WBD is hoping the name change will help remind everyone that this is where the good stuff lives, and prompt them to open their wallets.
But, for now, people focused on what feels like the millionth re-branding effort in the streaming arena. How many times can one marketing team pivot, really?
Many reflected on the silly and circular conversations folks have been getting into while HBO Max was just Max.
Good question.
Because it was really quite a no-brainer.
The whole saga must be fascinating to a marketer.
Will HBO Max come full circle and just be HBO again?
HBO Max is available on most smart TVs.
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