Warner Bros. Discovery Announces Return of HBO Max in Rebranding Strategy

Later this summer, the streaming service Max, previously known as HBO Max, will once again take on the name HBO Max. Warner Bros. Discovery unveiled this rebranding move on Wednesday, saying the change aligns with their long-term strategy for their primary streaming platform. So, say hello to HBO Max… at least for the time being.

When WBD introduced HBO Max in 2020, it faced significant challenges in streamlining its myriad of streaming services. The platform was intended to succeed several existing services, including HBO Go, HBO Now, and AT&T’s own AT&T TV Now, which belonged to Warner Bros.’ former parent company. While HBO Max aimed to be a comprehensive solution, there was ongoing confusion about its flagship status. Initially, dropping the “HBO” component for a simpler “Max” might have made sense, but it would have sacrificed the powerful HBO brand, which is a major draw for subscribers.

However, in 2023, they decided to remove “HBO” from the name, shortening it to “Max” in a bid to communicate that the platform offered more than just HBO content. At that point, the company was diversifying its content library to include more family-friendly offerings.

Did this strategy pay off? It’s tricky to say definitively, but the signs suggest otherwise. Earlier this year, WBD announced it was simplifying its kid-focused programming by cutting high-profile shows like Looney Tunes and not renewing its agreement with Sesame Street. The Verge highlighted a shift in their marketing language from “Max Originals” to “HBO Originals.” Clearly, the attempt to establish “Max” as a standalone identity didn’t resonate as hoped.

Thus, we’re back to HBO Max. Naturally, company officials won’t openly state that the 2023 rename was a misstep. Instead, they’re offering a more palatable explanation. David Zaslav, President and CEO of Warner Bros. Discovery, commented in a press release: “The impressive growth of our global streaming service centers around the stellar quality of our programming. By reinstating HBO, we’re bolstering a brand synonymous with excellence in media to spur further growth in the future.”

Right, there it is—the classic corporate spin. It’s all part of the master plan, apparently, even if it looks more like a return to square one.