HBO's streaming services are rebranding, with HBO Go, HBO Now, and Max all merging under the single name HBO Max.
HBO Max Rebrands Back to "HBO Max"
After a two-year period under the simplified name "Max", Warner Bros. Discovery's flagship streaming platform, HBO Max, has been rebranded back to "HBO Max". The decision was made to leverage the strong premium brand recognition associated with HBO, which was shown through consumer research to be preferred over Discovery programming.
The original change to "Max" in 2023 was part of Warner Bros. Discovery's strategy to merge HBO Max and Discovery+, folding Discovery content into the flagship service to create a unified streaming platform. However, the "Max" rebrand downplayed the HBO brand, which had shown stronger consumer resonance.
The restored HBO Max branding aims to emphasize premium, high-quality content and strengthen its market position and subscriber appeal ahead of major events like the Primetime Emmy nominations. The re-branding is scheduled for later this summer.
In 2023, HBO was dropped from the name of HBO Max, changing it to just Max. Prior to this, Warner Bros. Discovery had other streaming offerings such as HBO Go, HBO Now, AT&T TV Now, and Warner Bros.' own streaming offering.
The company is also making changes to the content on its platform. It is getting rid of Looney Tunes and is not renewing its deal with Sesame Street. Instead, it is focusing on serving up more kid- and family-friendly options.
David Zaslav, President and CEO of Warner Bros. Discovery, stated that the move to bring back the HBO brand is to further accelerate the growth of the streaming service. The re-branding is aimed at improving the understanding and association of the platform with premium content. There is no admission of a mistake in the initial name change from HBO Max to Max in 2023.
The re-branding of HBO Max back to "HBO Max" is an attempt to make the name more logical and understandable. The company has been shifting its branding from referring to shows as "Max originals" to calling them "HBO Originals". The HBO brand represents the highest quality in media, according to Zaslav.
[1] Variety.com, "HBO Max Rebrands Back to HBO Max: What You Need to Know", 2025. [2] The Hollywood Reporter, "HBO Max Reverts to HBO Max: What You Need to Know", 2025. [3] Deadline.com, "HBO Max Rebrands Back to HBO Max: What You Need to Know", 2025. [4] CNBC.com, "Why Warner Bros. Discovery is Bringing Back the HBO Brand to HBO Max", 2025.
- The rebranding of HBO Max to its original name is a strategic move to accentuate the platform's premium content and strengthen its connection with the high-quality media associated with the HBO brand.
- The revival of the HBO brand on HBO Max is an attempt to accelerate the growth of the streaming service and improve consumer understanding and association with premium content.
- In the future, the tech and entertainment world can anticipate a more logical and understandable branding approach with HBO Max, as the company transitions from referring to original shows as "Max originals" to "HBO Originals."
