Warner Bros. Discovery announced on Wednesday that it will be reverting the name of its streaming platform back to “HBO Max,” just two years after rebranding the service simply as “Max.” The announcement was made during the company’s Upfront presentation event.
The decision marks a quick reversal for Warner Bros. Discovery, after the initial rebranding met with mixed reactions from subscribers and industry analysts alike. The simplified “Max” brand, originally intended to reflect a broader range of content beyond HBO’s core programming, never fully resonated with audiences, prompting sustained criticism and calls for a return to the well-known HBO Max name.
By readopting the HBO Max branding, the company hopes to capitalize once again on the strong recognition and premium positioning associated with the HBO brand, which has historically been synonymous with high-quality, award-winning content. Further details and specifics of the name reversal are expected to be shared by the company in the coming weeks.
