Max is set to revert its name to HBO Max this summer, as announced by Warner Bros. Discovery (WBD). This rebranding comes just two years after the platform transitioned from HBO Max to Max. HBO Max is renowned for hosting premium content such as Game of Thrones, The White Lotus, The Sopranos, The Last of Us, House of the Dragon, and The Penguin.

WBD highlighted that the streaming service has significantly improved its financial standing, achieving nearly a $3 billion turnaround in profitability over the past two years. The platform has also seen substantial growth, adding 22 million subscribers in the last year alone, and is on track to reach over 150 million subscribers by the end of 2026. This success is attributed to strategic investments and a focus on programming that resonates well with audiences, including HBO originals, recent blockbuster movies, docuseries, select reality shows, and both Max and local originals.

The decision to revert to HBO Max is driven by the strong association consumers have with the HBO brand, which is synonymous with high-quality, distinctive content that viewers are willing to pay for. In a market saturated with numerous streaming options, WBD believes that the demand is not for more content, but for better content. The company emphasized that while other services focus on volume, WBD has differentiated itself through its commitment to quality and unique storytelling, a hallmark of HBO for over 50 years.

David Zaslav, President and CEO of Warner Bros. Discovery, stated, "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."

JB Perrette, President and CEO of Streaming at WBD, added, "We will continue to focus on what makes us unique – not everything for everyone in a household, but something distinct and great for adults and families. It’s really not subjective, not even controversial – our programming just hits different."

Casey Bloys, Chairman and CEO of HBO and Max Content, concluded, "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."