‘HBO Max’ Name to Return as Warner Bros. Discovery Adjusts Strategy
Warner Bros. Discovery plans to bring back the HBO Max name in mid-2025, just two years after rebranding the service as Max. The company shared the update at its upfront presentation in New York on May 14. At the event, executives explained that the decision was driven by how audiences responded to the earlier name change.
Originally, the 2023 rebrand aimed to unite content from HBO, Warner Bros., and Discovery under one platform. However, viewers never fully embraced the Max name, and many continued to associate the best content with HBO specifically.
CEO David Zaslav said the HBO brand still carries strong recognition and trust, particularly among viewers who seek scripted series and drama. “HBO means something to people. That hasn’t changed,” he said. “It’s clear we need to bring that identity back.
Streaming division head JB Perrette added that while the service will continue to offer a wide range of content, the focus will now shift toward shows that reflect HBO’s core strengths. He also acknowledged that dropping “HBO” from the name made the service harder to define for both new and existing users.
Key points from the announcement:
- HBO Max branding will return in summer 2025
- The Max brand failed to connect with audiences
- The platform aims to reinforce its storytelling focus
- 122.3 million global subscribers were reported in early 2025
- The company expects to reach 150 million subscribers by late 2026
Financially, the platform has remained stable. After turning a profit in 2024, Warner Bros. Discovery now plans to strengthen its position by leaning into what works.
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