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Warner Bros. Discovery (WBD) said on May 14, 2025, that they will bring back the HBO Max name this summer. The announcement came at a New York event. It reverses a 2023 choice to call the service Max after a big company merger in 2022.
“Our streaming growth comes from great shows,” said CEO David Zaslav. “HBO stands for top-quality media. It will help us grow more.” HBO Max will focus on popular shows like The White Lotus and The Last of Us, plus new movies and some reality series.
WBD wants HBO Max to stand out with great content, not tons of it. This differs from Netflix, which has 300 million users and many shows.
JB Perrette said, “We focus on what makes us special. Our shows are unique for adults and families.”
“They just hit differently.” Disney’s boss, Bob Iger, also says quality wins in streaming. WBD’s streaming made $339 million in profit in early 2025, up from $86 million last year. It added 22 million users in 2024, hitting 122.3 million total. The company wants 150 million by 2026.
HBO’s streaming service started with HBO Go in 2010 for cable users. HBO Now followed in 2015 for others. HBO Max launched in 2020 under AT&T. It added kids’ shows, movies, and reality TV to grow worldwide.
The “Max” name showed this mix. After WBD’s 2022 merger, Max launched in 2023 with Discovery+ shows like Dr. Pimple Popper. Leaders thought HBO’s name was too adult-focused. But the Max name confused people.
The app had tech issues, and WBD’s stock fell 15% in 2025. Now, HBO Max is back. Casey Bloys, HBO’s content chief, joked about reusing old logos.
Streaming is tough for old media companies. Disney and Paramount lose money on their services. WBD added a $7.99 fee to stop password sharing. It plans to launch a CNN streaming service soon. Losing NBA rights next season hurts Max’s sports appeal.
WBD is paying off debt, so it spends less on new shows than Netflix. The company may split its streaming and movie units from cable networks like CNN.
Analyst David Faber says this could happen soon. It shows the 2022 merger didn’t work as hoped. The name change got big laughs online. WBD joined the fun.
Max’s X account said:
“These rebrands are trying to murder me.” The old @hbomax account posted, “What is dead may never die,” with a Game of Thrones clip.
Branding expert Eric Schiffer called it “a corporate walk of shame.” Fans are happy since HBO is back, but annoyed by the confusion. Some always called it HBO anyway. A March 2025 logo change to HBO’s black-and-white style hinted at the shift. Critics say Max was already known, so this might confuse people more.
HBO Max aims to grow worldwide with HBO’s firm name. WBD bets on ad-supported plans and shows like The Pitt and Hacks. It wants $1.3 billion in streaming profit in 2025.
However, Netflix and Disney are tough competitors. Frequent name changes might push users away. WBD’s funny social media posts have softened the backlash. The company must prove HBO Max is worth the price to keep and grow its audience.