Max is set to revert to its original branding as HBO Max, effective immediately.
The streaming service, under the ownership of Warner Bros. Discovery, CNN’s parent company, is set to unveil its updated name on Wednesday, as confirmed by the company.
The announcement to return to its original name was disclosed in May, leaving fans and advertisers both surprised and puzzled. In 2020, HBO Max made its debut, but in 2023, it underwent a rebranding to simply Max following the merger of Warner Media and Discovery, which resulted in the creation of Warner Bros. Discovery.
Two years ago, Warner Bros. Discovery rebranded its streaming platform to expand its audience and showcase its diverse content. This includes original series from HBO such as “The White Lotus” and “Hacks,” alongside popular programs from Discovery’s various networks, including HGTV’s “House Hunters” and TLC’s “90 Day Fiancé.”
HBO’s research indicates a shift in viewer preferences, revealing that audiences are increasingly engaging with its premium content while showing a decline in interest towards the reality programs produced by Discovery. In recent months, Max has shifted its focus away from family and children’s programming.
“This evolution has been shaped by shifting consumer demands, with no consumer today expressing a desire for more content; rather, the majority are advocating for higher quality content,” Max stated in a release in May. “As other services cater to basic needs through sheer volume, Warner Bros. Discovery has set itself apart by emphasising quality and unique storytelling. For over 50 years, no brand has achieved this distinction more effectively and consistently than HBO.”
The shift positions HBO, a key asset in Warner Bros. Discovery’s television portfolio, at the centre of efforts to attract viewers to the platform. Max reported 5.3 million new subscribers in its latest earnings quarter, a figure that falls short of those of its competitors, Netflix and Amazon Prime Video.
In June, Warner Bros. Discovery announced plans to split into two distinct entities: one focused on the HBO Max streaming platform and the Warner Bros. film studio, while the other encompasses its television networks, including CNN, HGTV, and TNT. The future of live sports and programming produced by cable channels on HBO Max remains uncertain.
