Warner Bros. Discovery (WBD) has announced a major update to its streaming strategy: its flagship platform Max will be rebranded as HBO Max this summer. The change was revealed during WBD’s Upfront presentation at Madison Square Garden, as the company continues its mission to deliver premium, distinctive content to audiences worldwide.
The rebranding marks a return to the iconic HBO name—one that has long stood for quality storytelling and prestige television. This move comes on the heels of remarkable momentum for WBD’s streaming business, which has reversed nearly $3 billion in losses over two years and added 22 million subscribers globally in the past 12 months. The company has now set its sights on surpassing 150 million subscribers by the end of 2026.
The decision to return to the HBO Max brand is rooted in a sharper focus on what resonates most with viewers—premium content that engages and retains. From hit HBO originals to recent blockbuster movies, powerful docuseries, standout reality programming, and local originals, WBD is doubling down on genres that deliver the most impact.
David Zaslav, president and CEO of Warner Bros. Discovery, said,
“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.”
“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,” said Perrette.
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 recognised as unique and, to steal a line we always said at HBO, worth paying for.”
HBO Max will continue to serve as the premier destination for a wide range of premium programming—from scripted series and films to documentaries, true crime, adult animation, sports, and news (where available). The platform brings together content from iconic franchises including HBO, Warner Bros., Max Originals, DC, Harry Potter, and A24 Films, along with beloved classics like “Friends” and “The Big Bang Theory.”
This rebrand underscores Warner Bros. Discovery’s commitment to continuously refining its strategy through consumer insight, bold decisions, and a clear focus on storytelling that stands apart in today’s saturated streaming landscape.
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