Warner Bros. Discovery (WBD) revealed that its flagship streaming platform, Max, will be rebranded as HBO Max.
This strategic shift aims to prioritise high-quality programming and leverage the iconic HBO brand to fuel further growth in its streaming business.
The rebranding of Max to HBO Max signals a renewed emphasis on quality and brand recognition within WBD’s streaming strategy. By leveraging the powerful HBO name, the company aims to further distinguish its offering in a competitive landscape and solidify its position as a provider of premium content. The transition is expected to take place this summer, with further details to be announced in the coming months.
The move comes as WBD’s streaming division demonstrates impressive momentum, having achieved a remarkable turnaround in profitability of nearly $3 billion in just two years. The platform has also witnessed substantial global subscriber growth, adding 22 million subscribers in the past year, putting it on a trajectory to surpass 150 million subscribers by the end of 2026.
“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,” said David Zaslav, President and CEO of Warner Bros. Discovery.
JB Perrette, President and CEO of Streaming, 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.”
Casey Bloys, Chairman and CEO of HBO and Max Content, said, “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.”
