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Warner Bros. Discovery has announced its plans to revert the name of its premier streaming platform, Max, back to HBO Max.
The surprise rebrand will arrive this summer, a little over two years after the company dropped HBO from its streamer’s original name to become just Max.
“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,” the company said Wednesday in a statement.
The streamer, best known for its catalog of Emmy-winning shows, Succession, Game of Thrones, The White Lotus, and The Last of Us, was first launched as HBO Max in 2020.
In 2023, WBD announced it was rebranding HBO Max to simply Max, explaining at the time that the change was intended to broaden the platform’s identity to include reality shows alongside its award-winning series. However, it appears the powers that be have had a change of heart.
“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,” said David Zaslav, President and CEO of Warner Bros. Discovery.
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English (US) ·