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10mo ago

Warner Bros. Discovery Announces HBO Max Rebrand This Summer

The streaming platform will revert to its original name, emphasizing quality programming and leveraging HBO's brand equity.

NEW YORK, NEW YORK - MAY 14: Shauna Spenley, Global Chief Marketing Officer of Direct-to-Consumer speaks onstage during Warner Bros. Discovery’s 2025 Upfront Presentation at The Theater at Madison Square Garden on May 14, 2025 in New York City. (Photo by Kevin Mazur/Getty Images for Warner Bros. Discovery)
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Overview

  • Warner Bros. Discovery revealed at its New York upfront presentation that Max will return to the HBO Max name this summer.
  • The shift aims to capitalize on HBO's reputation for premium content, addressing consumer feedback and data showing a preference for quality over quantity.
  • The service has added 22 million subscribers in the past year and improved profitability by nearly $3 billion, with a goal of reaching 150 million subscribers by 2026.
  • Executives, including CEO David Zaslav, highlighted the importance of HBO's brand in driving growth and differentiating the platform from competitors like Netflix and Hulu.
  • The rebrand follows subtle changes to Max's logo and color scheme earlier this year, signaling a renewed focus on the platform's prestige programming.