Warner Bros. Discovery (WBD) has announced that Max will revert to its former name, HBO Max, starting this summer. This rebrand comes just two years after the platform transitioned from HBO Max to simply Max. HBO Max is the streaming home for acclaimed series such as *Game of Thrones*, *The White Lotus*, *The Sopranos*, *The Last of Us*, *House of the Dragon*, and *The Penguin*.

WBD highlighted that its streaming business has significantly improved its profitability by nearly $3 billion over the past two years. The company has also seen substantial growth, adding 22 million subscribers in the last year alone. WBD is confident in achieving over 150 million subscribers by the end of 2026, attributing this success to a strategic focus on high-performing content, including HBO series, recent box-office hits, docuseries, certain reality shows, and both Max and local originals, while scaling back on less engaging genres.

The decision to revert to HBO Max stems from the strong association of the HBO brand with premium, unique content that consumers value and are willing to pay for. Amidst the crowded streaming market, WBD recognizes that consumers are seeking quality over quantity. The company noted that while other services focus on volume, WBD has carved out a niche with its commitment to quality and distinctive storytelling, a reputation HBO has upheld for over 50 years.

Reintroducing the HBO brand to HBO Max is seen as a strategic move to enhance the service's appeal and underscore its commitment to delivering exceptional content. This decision reflects WBD's agile approach to business, leveraging consumer data and insights to optimize its strategy for future success.

David Zaslav, President and CEO of Warner Bros. Discovery, emphasized the role of quality programming in driving the platform's growth, stating, "The powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead."

JB Perrette, President and CEO of Streaming, reinforced the company's unique value proposition, saying, "We will continue to focus on what makes us unique – not everything for everyone in a household, but something distinct and great for adults and families. It’s really not subjective, not even controversial – our programming just hits different."

Casey Bloys, Chairman and CEO of HBO and Max Content, added, "With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. And it clearly states our implicit promise to deliver content that is recognized as unique and, to steal a line we always said at HBO, worth paying for."