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Warner Bros. Discovery to Rebrand Max Back to HBO Max This Summer

The decision highlights a renewed focus on HBO's premium content and brand equity, following significant subscriber growth and profitability gains.

NEW YORK, NEW YORK - MAY 14: Shauna Spenley, Global Chief Marketing Officer of Direct-to-Consumer speaks onstage during Warner Bros. Discovery’s 2025 Upfront Presentation at The Theater at Madison Square Garden on May 14, 2025 in New York City. (Photo by Kevin Mazur/Getty Images for Warner Bros. Discovery)
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Overview

  • Warner Bros. Discovery announced that its streaming service Max will return to the HBO Max name this summer, reversing the 2023 rebrand to Max.
  • The decision reflects a strategic shift to emphasize HBO's association with high-quality, premium programming over a broader content mix.
  • The company cited $3 billion in improved profitability and 22 million new subscribers over the past year as evidence of strong momentum.
  • Executives stated that the HBO brand better aligns with consumer expectations for unique, high-value content worth paying for.
  • The rebrand is part of Warner Bros. Discovery’s broader strategy to clarify its market position and target over 150 million subscribers by 2026.