Max to Return to HBO Max on Wednesday
Max is switching back to its original name, HBO Max, as announced by Warner Bros. Discovery during an upfront presentation for advertisers in May. This decision reflects a focus on the best-performing content, including HBO, box office hits, docuseries, reality shows, and Max originals, with a shift away from genres that drive less engagement.
The change is a response to shifting consumer preferences, with an emphasis on quality over quantity. The rebranding process, set to begin tomorrow, will not require users to download new apps, unlike the initial switch to Max.
The move has sparked some playful jokes within the company, including a witty comment from HBO CEO Casey Bloys during the upfront presentation. These changes come ahead of Emmy nominations and the upcoming split of Warner Bros. Discovery into two separate companies in 2026.
The focus remains on scaling HBO Max globally, with plans for launches in the U.K., Ireland, Germany, and Italy in 2026. The streaming service currently has 122.3 million subscribers worldwide and aims to reach 150 million by the end of 2026. Additionally, the company is targeting $1.3 billion in streaming profit by the end of 2025.
As part of the rebrand, Warner Bros. Discovery will continue to invest in its linear networks, including CNN, TNT Sports, Discovery, and more, while also looking to grow its international presence and digital offerings. The overall goal is to provide high-quality content and drive profitability across its various businesses.
