HBO Max Is Back as Warner Bros. Drops ‘Max’ Rebrand

Warner Bros. Discovery (WBD) is bringing back the name HBO Max, just two years after changing it to Max.

The company said the rebrand failed because the new name confused users and weakened the strong image of the HBO brand.

In 2023, WBD renamed the platform “Max” to reflect both HBO’s drama and Discovery’s reality content. But dropping “HBO” from the name backfired. The move hurt the brand’s identity and caused a drop in subscribers.

Now, the company is reversing course. By returning to HBO Max, WBD hopes to highlight HBO’s reputation for high-quality shows and stand out in the competitive streaming market.

The decision sparked mixed reactions online. Some viewers joked about the frequent name changes. Others, including Netflix co-CEO Ted Sarandos, said the switch back makes sense, since HBO is a name people know and trust.

The official name change will happen this summer. Pricing will remain the same:

• $9.99/month for the ad-supported plan
• $15.99/month for ad-free
• $19.99/month for the “Ultimate Ad Free” plan with 4K and Dolby Atmos

With HBO Max returning, WBD hopes to regain customer trust and rebuild its streaming success.