Max Rebrands to HBO Max: Why is WBD Changing the name of its Streaming Service Again?
Published on May 15, 2025
Before there was Max, there was HBO Max, and now, after Max, there is HBO Max. Are you a bit confused about what’s going on? That’s expected. The gist of the story is that initially, the Warner Bros. streaming service was called HBO Max. However, in April 2023, the name was changed to just Max.
Many fans took it as an ill omen. After all, HBO is a brand that is associated with quality shows. It is a reputation that has been crafted after decades of providing good television to viewers.
So, dropping it signaled to many that the quality of shows would perhaps not be that high anymore. The arrival of docuseries like Paul American which chronicled the life and times of the controversial Paul brothers- Jack and Logan Paul, seemed to cement this feeling of foreboding.
Now in May 2025, just barely 2 years later, the company announced at Warner Bros. Discovery’s Upfront presentation to advertisers that it has rebranded Max back to HBO Max. So, what is going on? In this article, we will discuss the reason that prompted the company to rebrand itself again.
Why did Warner Bros. Rebrand Max back to HBO Max?
On May 14, 2025, Warner Bros. announced in a Press Release the reason why they were taking Max back to HBO Max. The company said it was because they wanted to offer better content to their customers:
“This evolution has also been influenced by changing consumer needs, and the fact that no consumer today is saying they want more content, but most consumers are saying they want better content. With other services filling the more basic needs with volume, WBD has clearly distinguished itself through its quality and distinct stories, and no brand has done that better and more consistently over 50+ years than HBO.”
They further explained that the HBO brand will assure subscribers that they can expect high quality content:
“Returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering. It is also a testament to WBD’s willingness to keep boldly iterating its strategy and approach – leaning heavily on consumer data and insights – to best position itself for success.”
What did David Zaslav say About the Change?
David Zaslav, President and CEO of Warner Bros. Discovery, reiterated the aim of bringing back the HBO brand in the press release. He said, “The powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”
Casey Bloys, Chairman and CEO of HBO and Max Content, gave further details on the upcoming change. He said, “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.”
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