Warner Bros. Discovery’s streaming service Max becomes HBO Max — again
It’s not Max, it’s HBO Max.
Warner Bros. Discovery has opted to rebrand its streaming service, HBO Max, as the iconic television brand once more. On Wednesday, the company declared that the name change will take effect from this summer onwards.
Hollywood Inc.
In the context of their legal agreement, Warner Bros. Discovery continues to host the beloved studio program that captivates audiences, thanks to its dealings with the NBA.
In a statement, WBD explained that the shift was due to the audience’s preference for superior quality rather than greater volume.
The company stated that while no consumer explicitly requests more content, many consumers express a desire for improved or higher-quality content instead.
Initially, the streaming service went by the name HBO Max upon its debut in 2020. Later in 2023, ‘HBO’ was removed from the name. At that time, Warner Bros. Discovery CEO David Zaslav stated that this renaming strategy aimed to attract a wider range of viewers.
However, amidst today’s market flooded with an overwhelming array of TV series and movies for consumers to choose from, Warner Bros. Discovery decided to relinquish a unique brand name that has been synonymous with premium quality and culturally relevant content over the years. One such example is “The White Lotus.
Hollywood Inc.
As a dedicated cinephile, I’ve noticed that the go-to platform for shows like ‘Hacks’ and ‘The Pit’ has rolled out a new paid sharing feature. It seems they’re taking steps to combat those who enjoy their content without contributing fairly.
Casey Bloys, head of HBO and Max Content, shared during the Warner Bros. Discovery upfront event in New York that the HBO brand communicates to customers that they’re getting “content worthy of a subscription fee.
Bloys mentioned that there’s a drawer overflowing with HBO Max branded stationery, remnants from the previous round.
HBO established its reputation as a top-tier cable network by offering premium content, which meant an extra charge on monthly household bills. Shows like “The Sopranos,” “Game of Thrones,” and “Sex and the City” positioned it at the forefront of innovation in television entertainment.
However, with streaming services surpassing cable television as the primary platform for scripted TV series and films, the HBO brand faced the possibility of being considered obsolete.
Voices
Commentary: ‘Looney Tunes’ has been removed from Max. This is why it feels like an attack
Max no longer offers the classic Warner Bros. cartoons as part of their programming, a decision that our TV critic likens to taking books off library shelves, leaving only imitations behind.
Media firms have chosen to use their cable network brands as the foundation for their consumer-direct streaming platforms instead.
Disney opted for consistency and chose to label their independent ESPN streaming platform with its well-known name. Similarly, CNN’s upcoming standalone streamer, due out this autumn, will carry the same name, “CNN,” without any additional symbols or qualifiers that might distinguish it from the main network.
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2025-05-14 19:01