Max is now HBO Max, again here's what you need to know

Published: Wednesday, May 14, 2025 at 3:09 pm

HBO Max is Back! Streaming Service Reverts to Original Name

In a surprising move, Warner Bros. Discovery (WBD) is rebranding its streaming service, *Max*, back to *HBO Max*. This change, announced on May 14th, comes less than two years after the initial rebrand that dropped the HBO name. Executives cited the strength and recognition of the HBO brand as the driving force behind the decision.

The announcement was made during WBD's upfront presentation to advertisers, with key figures like David Zaslav (President and CEO of WBD), JB Perrette (WBD President and CEO of Streaming), and Casey Bloys (Chairman and CEO of HBO and Max Content) all speaking on the matter. Zaslav emphasized the importance of HBO's "highest quality" programming in driving growth, while Perrette highlighted the service's focus on "something distinct and great for adults and families." Bloys added that the name change better reflects the company's current consumer proposition and its commitment to delivering unique, high-quality content.

For current subscribers, the immediate impact is minimal. The *Max* app will be rebranded to *HBO Max* sometime this summer, mirroring the earlier shift back to HBO's classic black-and-white branding. There are no immediate price changes or content alterations. However, WBD has already announced plans for a password-sharing crackdown within the next 12-18 months, and rumors persist about potential spin-offs of linear cable assets.

BNN's Perspective: While the initial *Max* rebrand felt like a misstep, this return to *HBO Max* seems like a smart move. The HBO brand carries significant weight and prestige, and leveraging that recognition could help attract and retain subscribers. It remains to be seen if this change will significantly impact subscriber numbers, but it's a clear indication that WBD is listening to its audience and trying to find the right formula for success in the competitive streaming landscape.

Keywords: HBO Max, Max, HBO, Warner Bros. Discovery, WBD, streaming service, rebrand, David Zaslav, JB Perrette, Casey Bloys, password sharing, streaming, entertainment, TV, movies, content, subscription, streaming news, HBO Max rebrand

Full Coverage