Max is set to rebrand again, this time returning to its original name, HBO Max. Casey Bloys, CEO of HBO, made the announcement during Warner Bros. Discovery’s Upfront presentation to advertisers. The company’s executives explained that the decision is meant to highlight their strongest offerings.
Shauna Spenley, Chief Marketing Officer of Max, explained that the streaming industry has become saturated, and that HBO’s legacy of strong content is a key differentiator. “We all know this industry is cluttered. Streaming has become a lot like fast fashion,” Spenley said. “So when we think about our competitive advantage, it’s the same one that we’ve had at HBO for the last 50 years.”
The streaming platform had been renamed Max in 2023 following the merger of WarnerMedia and Discovery, which formed Warner Bros. Discovery (WBD) in 2022. Before that, HBO Max launched in 2020, replacing the previous service, HBO Now, which debuted in 2015. WBD, which also owns CNN, initially rebranded Max to showcase a broader range of content, including original programming from HBO, Warner Bros. Pictures, and Discovery.
Despite successes like the box office hits A Minecraft Movie and Sinners, WBD has faced challenges, particularly with its DC Studios arm, which has struggled to match the success of Disney’s Marvel Studios. Even as superhero fatigue sets in, WBD hopes that by emphasizing HBO, one of its most valuable assets, they can attract more viewers.
The decision to revert to HBO Max comes as WBD reports a growth of 5.3 million new subscribers on the platform. However, the company still lags behind rivals like Netflix and Amazon Prime Video in terms of overall subscriber count.
