HBO Max Rebrand: Warner Bros. Discovery Reverts Name Change

In a surprising move this summer, Max is officially reverting back to its former name—HBO Max. Warner Bros. Discovery (WBD) has confirmed the rebranding decision, marking a full-circle moment just two years after the platform was initially renamed from HBO Max to Max.

As it stands, HBO Max—soon to be known once again as HBO Max—remains a top-tier streaming service, hosting acclaimed titles such as *Game of Thrones*, *The White Lotus*, *The Sopranos*, *The Last of Us*, *House of the Dragon*, and *The Penguin*. The return to the HBO Max branding underscores WBD’s commitment to high-quality storytelling that resonates with global audiences.

In announcing the change, WBD highlighted its impressive turnaround in the streaming sector, noting nearly $3 billion in improved profitability over the past two years. The platform has also added 22 million subscribers in the last year alone. With a “clear path” to surpassing 150 million subscribers by the end of 2026, the company is confident in its evolving strategy.

“This progress is the result of focused investment, strategic programming decisions, and a clear understanding of what content drives engagement,” WBD stated. “We’ve prioritized genres that deliver the strongest returns—like HBO originals, recent box-office hits, docuseries, select reality shows, and localized Max originals—while stepping back from less-engaging categories.”

So why the return to HBO Max now? The HBO brand continues to be synonymous with premium content—something viewers increasingly value in today’s saturated streaming landscape. As WBD explained, consumers aren’t necessarily asking for more content; they’re seeking better, more meaningful stories.

“With so many services competing on volume, WBD has carved out a distinct identity through quality and originality. No brand exemplifies this more than HBO, which has consistently delivered groundbreaking storytelling for over five decades,” the company said.

“Reintroducing the HBO brand into HBO Max will further elevate our offering and reinforce the unique experience subscribers can expect. It also reflects WBD’s agility in refining our approach based on consumer insights to remain competitive and successful.”

David Zaslav, President and CEO of Warner Bros. Discovery, emphasized the strength behind the rebrand: “Our global streaming growth is rooted in the excellence of our programming. By reintroducing HBO—a brand recognized globally for premium media—we are accelerating our momentum and setting the stage for continued expansion.”

JB Perrette, President and CEO of Streaming, added: “We’re doubling down on what makes us different—not trying to be everything for everyone, but delivering something special for adults and families. Our content speaks for itself. It’s not about opinion—it’s about impact. Our programming simply lands differently.”

Casey Bloys, Chairman and CEO of HBO and Max Content, echoed that sentiment: “Given where we are and the strong momentum we have, HBO Max better reflects who we are today. It clearly communicates our promise to deliver content that stands out—and as we used to say at HBO, content that’s truly worth paying for.”