New York, May 14, 2025 — In a major strategic shift revealed during the Warner Bros. Discovery Upfront presentation at Madison Square Garden, executives announced that Max, the company’s flagship streaming platform, will officially revert to its original name, HBO Max, this summer.
The decision marks a renewed commitment to the quality-driven content approach that has long defined the HBO brand. Warner Bros. Discovery has witnessed a remarkable turnaround in its streaming business, reporting a $3 billion improvement in profitability over the past two years and an impressive surge of 22 million new subscribers globally in just the last year.
Why the Return to HBO Max?
According to company leadership, the rebrand is more than a name change—it’s a strategic evolution informed by both performance data and shifting viewer preferences. The move underscores Warner Bros. Discovery’s intention to emphasize curated, high-quality programming over mass-volume offerings.
“Consumers aren’t asking for more content—they’re asking for better content,” said David Zaslav, CEO of Warner Bros. Discovery. “By reintroducing the HBO brand into HBO Max, we’re doubling down on our legacy of excellence and reinforcing the value of distinct storytelling.”
This move aligns with the company’s data-backed strategy of prioritizing categories that drive engagement, such as scripted HBO originals, box-office hits, prestige docuseries, and high-performing reality formats. At the same time, Warner Bros. Discovery is phasing out less engaging content that doesn’t align with its premium focus.
Industry Momentum and Market Position
Warner Bros. Discovery is projecting even stronger growth ahead. With over 22 million new subscribers added globally in the past year alone, the streaming service is on pace to surpass 150 million subscribers by the end of 2026. This rebranding to HBO Max is designed to fuel that trajectory by clearly communicating the platform’s premium value proposition.
JB Perrette, President and CEO of Streaming at WBD, highlighted the importance of brand clarity during the event.
“We’re not trying to be everything for everyone,” Perrette said. “What sets us apart is offering something truly unique for adults and families. With HBO Max, our mission is simple—deliver content that resonates deeply and leaves a lasting impression.”
A Legacy Brand for a New Era
Casey Bloys, Chairman and CEO of HBO and Max Content, also spoke on stage about the strategic reasoning behind the rebrand. He emphasized that HBO Max more accurately reflects the current identity of the platform and aligns with consumer expectations.
“This is about delivering on the promise of excellence,” Bloys explained. “HBO Max tells our audience that we’re still the same trusted source of entertainment worth paying for, just as we’ve been for over five decades.”
The updated platform will continue to blend the best of HBO’s award-winning originals with a carefully curated lineup of films, documentaries, and family-friendly content. According to executives, the name HBO Max not only honors a storied legacy but also sets the tone for future innovation.
Looking Ahead
As competition intensifies in the streaming landscape, branding and content strategy have become more critical than ever. Warner Bros. Discovery is betting that the renewed emphasis on its most iconic brand will give it a competitive edge.
Subscribers can expect the full transition to HBO Max to take place later this summer, with updates to the user interface, branding, and marketing materials to reflect the change. Industry analysts are already noting this as a bold but calculated move that plays to Warner Bros. Discovery’s biggest strength—quality storytelling.