Warner Bros. Discovery has officially reverted its streaming service Max back to its original name, HBO Max. The change began rolling out early Wednesday, July 9, across all streaming territories, with users starting to see the familiar “HBO Max” logo reappear on apps and platforms where “Max” once stood.
The rebrand comes just two years after the company dropped the “HBO” name from the streamer in an effort to broaden its appeal beyond premium cable programming. That decision, made in 2023, faced criticism from both industry insiders and fans, who felt the HBO brand carried more prestige and clarity.
The timing of the switch is strategic. Executives at Warner Bros. Discovery pushed to complete the rebrand ahead of the 2025 Emmy nominations announcement on July 15. With HBO titles historically dominating the awards circuit, the company wanted the HBO Max label restored for official submissions and marketing.
First announced in May during Warner Bros. Discovery’s upfront presentation, the move signals a renewed focus on HBO’s reputation for high-quality content. Executives described the rebrand as a data-driven decision aimed at leveraging consumer recognition of HBO to strengthen the streamer’s position in a competitive market.
Originally launched as HBO Max in 2020, the service has now gone through multiple name changes — from HBO Go and HBO Now to HBO Max, then Max, and now back to HBO Max. The repeated branding shifts have drawn mockery across the entertainment world, including from HBO talent like John Oliver and even the streamer’s own social media team.
Source: Variety