Overview

• On July 9, Warner Bros. Discovery officially reverted its Max streaming service to the HBO Max name without requiring users to download a new app or change accounts.
• The rebrand, first announced at WBD’s May upfront presentation, reflects a strategic shift toward premium content quality over sheer volume.
• Executives timed the restoration to precede the July 15 Emmy nominations announcement and boost the service’s visibility during awards season.
• Warner Bros. Discovery is rolling out the HBO Max brand to 12 additional international markets this month as part of its global expansion plan.
• HBO Max will operate under a new streaming and studios division led by David Zaslav ahead of WBD’s planned corporate split next year.