Warner Bros. Discovery is reviving the HBO Max name after abandoning it over a year ago in favor of the shorter “Max” brand, officials announced Wednesday.
The media giant announced that the change will take effect in the U.S. this summer, reflecting a course prompted by “changing consumer needs,” the company said in a press release.
The move underscores how critical HBO’s name recognition remains, even as the company continues to build a broader streaming portfolio under one platform.
Warner Bros. Rebrand: When Will HBO Change Back to HBO Max?
The updated HBO Max brand will officially return this summer, according to Warner Bros. Discovery.
“This evolution has also been influenced by changing consumer needs, and the fact that no consumer today is saying they want more content, but most consumers are saying they want better content,” the company’s press release said.
At the time, executives hoped the simplified name would reflect the streaming service’s growing catalog of content, which includes everything from scripted dramas to reality TV.
Casey Bloys, Chairman and CEO of HBO and Max Content, said HBO Max “far better represents our current consumer proposition” and reiterates the brand’s promise to deliver unique and “worth paying for” content.
Returning HBO to HBO Max, which has added over 22 million subscribers over the past year, will further drive the service forward and amplify the content subscribers can expect.
JB Perrette, CEO and president of Global Streaming and Games at Warner Bros. Discovery, said: “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.”
When Did HBO Change to HBO Max?
HBO Max launched on May 27, 2020, consolidating content from HBO, Warner Bros., and additional WarnerMedia-owned properties. The HBO Go service was discontinued in the U.S. later that year, providing a unified streaming destination for U.S. subscribers.
In 2023, following the merger of WarnerMedia and Discovery, Inc., Warner Bros. Discovery dropped the “HBO” branding and launched the service simply as Max. The rebrand aimed to better highlight the expanded content lineup, which now included Discovery Channel, HGTV, and Food Network content, also available through Discovery+.
Why Is the Name Changing Again?
The company cited existing success and changing consumer needs as the reasons for the name swap.
David Zaslav, president and CEO of Warner Bros. Discovery, said bringing back HBO will “accelerate growth in the global streaming service.”
What Shows Are on HBO?
HBO’s original programming continues to be central to the platform’s identity, with series like Succession, The White Lotus, Euphoria, and House of the Dragon drawing critical acclaim and strong viewer engagement. Classic hits like The Sopranos, The Wire, and Game of Thrones remain on the service.
In addition to scripted dramas and comedies, HBO offers a slate of documentaries, late-night shows like Real Time with Bill Maher, and weekly talk programming such as Last Week Tonight with John Oliver.
The broader Max platform also includes content from Discovery-owned networks, such as Fixer Upper from HGTV and Deadliest Catch from the Discovery Channel.
The shift back to HBO Max is widely seen as a correction that will help rebuild clarity and reinforce the platform’s identity in a crowded streaming market.
What Happens Next
Warner Bros. Discovery plans to relaunch the HBO Max name in the U.S. during summer 2025. The company has not announced any changes to pricing or subscription tiers.
The post When Did HBO Change to HBO Max? What We Know as Service Renamed Again appeared first on Newsweek.
