Streaming service HBO Max resurfaces, bringing back its premium content offerings
**Warner Bros. Discovery Returns Streaming Service to HBO Max**
Warner Bros. Discovery has announced a significant change to its streaming service, rebranding it back to HBO Max from the previous Max name. This strategic decision is aimed at leveraging the prestige and brand recognition associated with the HBO name.
### History of HBO Max
Launched in 2020, HBO Max was the comprehensive streaming service that combined HBO content with Warner Bros. movies and television shows, aiming to compete with Netflix. Before its inception, the first digital offering from HBO was HBO Go, introduced in 2010.
### The Rebranding to Max
In 2023, the service was renamed to Max, a move intended to unify all content under one name and appeal to a broader audience with a more neutral name. However, the rebranding effort did not resonate with users, who continued to refer to the service as HBO Max.
### The Return to HBO Max
Recognizing the tremendous value in the HBO brand, Warner Bros. Discovery has now reverted to the original name, HBO Max. The company's shift to HBO Max is a response to audiences' preference for quality over quantity, as stated in May 2025.
The renaming was officially announced in May 2025 and implemented in July 2025. The move is likely to be seen as a return to the service's roots of high-quality programming, reflecting Warner Bros. Discovery's strategic decision to align its streaming service with the strong brand identity that HBO has established.
The change will also see an app update, with the blue Max logo being replaced by a black HBO Max one. Most subscribers who currently have Max will not need to download a new app.
Critically acclaimed shows like "The Pitt" on Max have not been as successful in attracting subscribers as HBO fare such as "The White Lotus." The renaming is expected to help boost the service's appeal and attract more subscribers.
Stephen Battaglio, a staff writer, contributed to this report. No layoffs at Warner Bros. Discovery's cable channels or speculation of the company splitting into two separate companies have been mentioned in this article.
- Warner Bros. Discovery's streaming service, initially named HBO Max, was rebranded to Max in 2023, aiming to appeal to a broader audience.
- The strategic shift to a more neutral name, however, did not align with users' preferences, and the service was still commonly referred to as HBO Max.
- In May 2025, recognizing the value in the HBO brand, the company decided to revert to HBO Max, aligning its service with the strong brand identity that HBO has established in entertainment, movies, television, and culture.
- This change was expected to help attract more subscribers, as critical acclaimed shows on Max did not have the same appeal as HBO's offerings like "The White Lotus," particularly in Hollywood and California.
