After two years, Warner Bros Discovery is changing the name of its streaming platform Max back to HBO Max.
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Warner Bros Discovery (WBD) has announced that it will rename its streaming platform back to HBO Max, just two years after it rebranded the service to simply "Max." The decision, revealed during the company’s annual upfront event in New York, reflects a strategic response to both consumer feedback and the continued strength of the HBO brand.
When Max launched in 2023, the goal was to create a broader appeal, especially among families. The idea was to shift away from HBO’s reputation for mature, high-end content, hoping a more neutral name like "Max" would attract a wider demographic. However, this shift didn’t land as expected. Many subscribers were left confused, as much of the platform’s most-watched content remained HBO originals like The White Lotus and The Last of Us. For longtime viewers, the HBO name still carried weight—and clarity.
According to WBD’s internal data, the value of the HBO brand remains strong, which ultimately led the company to revert the name. The rebranding rollout will begin this summer, with the app returning to its familiar black-and-white design and the trusted name of HBO Max.
Despite the mixed response to the Max name, the platform has actually seen impressive growth over the past two years. Since the rebrand, WBD has added 22 million global subscribers, with an ambitious goal of reaching 150 million by the end of 2026. This growth is especially important as WBD continues to compete in a saturated market dominated by Netflix and an increasing number of regional players.
Internationally, Max’s expansion has played a key role in driving that growth. In November 2024, Max launched in major Southeast Asian markets including Indonesia, Malaysia, the Philippines, Singapore, Thailand, Taiwan, and Hong Kong. This regional push proved successful, as Max captured 1.4 million new subscribers in Q4 alone—making up 26% of the region’s total streaming additions during that period, according to Media Partners Asia.
In Australia, WBD teamed up with EssenceMediacom to lead Max’s launch strategy, investing $300,000 into media planning and execution. The collaboration helped the company position Max competitively in a mature streaming landscape.
This name change isn’t just a marketing decision—it’s a reminder of how important brand identity can be, even in the fast-evolving world of digital media. For viewers, HBO Max's return means a clearer experience, a familiar interface, and continued access to some of the most talked-about shows in streaming.
As the summer update rolls out, subscribers can expect the app to look and feel more like the HBO Max they remember—with a stronger commitment than ever to programming that stands out in a crowded space.