Warner Bros. Discovery has officially rebranded its streaming service from Max back to HBO Max as of July 9, 2025, reviving a name long associated with high-quality entertainment. The move, first announced in May, reflects a strategic pivot toward prioritizing prestige content and the iconic HBO brand.
The change is aimed at reinforcing the platform’s reputation for premium, scripted programming, distancing itself from the broader and more varied content mix that defined the Max brand. Warner Bros. Discovery executives said the rebrand aligns with consumer demand for better content, not just more of it.
“HBO has stood for excellence in storytelling for over 50 years,” said CEO David Zaslav. “This rebrand strengthens our identity and supports our goal to grow through quality.”
Subscribers do not need to take any action. The existing Max app will automatically update with the HBO Max name and a redesigned black-and-white logo, maintaining all user accounts, preferences, and watch histories.
The change comes during a quiet stretch for the platform. Recent releases include the thriller Sinners, while upcoming features include the music special Billy Joel: And So It Goes and annual Shark Week programming later this month.
Warner Bros. Discovery’s decision also comes ahead of the 2025 Emmy nominations, highlighting the renewed focus on the award-winning reputation of HBO content.
