US EditionThe HBO Max Name Change Is Here. Here's What to Know
GLOBAL (MAX STREAMER TERRITORIES), JUL 8 – Warner Bros. Discovery reverses its 2023 rebranding to Max, aiming to leverage HBO Max's stronger brand recognition ahead of the Emmy nominations announcement, executives said.
- Warner Bros. Discovery rebrands Max back to HBO Max early Wednesday across all territories, citing strategic focus on HBO’s premium brand and consumer demand.
- Following WBD’s May upfront reveal, executives conceded the Max rebrand never succeeded, prompting the reversal to HBO Max to leverage HBO’s premium brand.
- The report states Warner Bros. Discovery has 122.3 million global streaming subscribers, with 22 million added last year, supporting its strategic focus on premium content.
- Starting Wednesday, viewers will see HBO Max branding restored across all territories before the July 15 Emmy nominations, with Max.com redirecting to hbomax.com.
- Beyond the rebranding, Warner Bros. Discovery plans to split into two companies by 2026, aiming for $1.3 billion profit and 150 million streaming subscribers.
25 Articles
25 Articles
Fourth name change since launch • Last changed last year
Max to Change Back to HBO Max on Wednesday
Warner Bros. Discovery’s Max will officially rebrand back to HBO Max starting tomorrow, TheWrap has learned. The name change, which was first announced during its upfront presentation to advertisers in May, is based on refocusing its streaming strategy on “the programming that is working best” — including HBO, box office movies, docuseries, certain reality series and Max originals, as well as deprioritizing other genres that the company says dri…
Max Will Change Back to HBO Max on Wednesday
Warner Bros. Discovery has settled on a date to reskin the Max streamer back to HBO Max: Early this Wednesday morning, according to streamer insiders. The flip won’t happen simultaneously, but customers will see “HBO Max” on the apps that formerly said “Max” across the streamer’s territories tomorrow. The switch had been anticipated to take […]
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