Warner Bros. Discovery brings back the old name of its streaming service HBO Max

Warner Bros. Discovery announced that it will rename its Max streaming service back to HBO Max this summer. The company acknowledged that the HBO brand remains strong and recognizable among viewers, writes Variety.

WBD explained that the HBO brand remains associated with quality content and has significant trust among the audience. The company acknowledged that the attempt to position Max as a platform “for everyone” did not bring the expected results. Now the focus of the strategy is a clear offer of premium content for adults and family audiences.

"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 Warner Bros. Discovery CEO David Zaslav.

According to management, returning to the HBO Max name better reflects the essence of the service and should accelerate its growth.

The streaming service has attracted 22 million users this year and plans to reach 150 million by 2026. Along with the announcement, Warner Bros. Discovery has revived HBO Max's social media and begun teasing another rebranding.