Warner Bros. Discovery Rebrands Max to HBO Max

Warner Bros. Discovery has reverted its streaming service from Max back to HBO Max, citing widespread confusion and limited consumer embrace of the Max branding. The name change, announced in May and rolled out on July 9, 2025, emphasizes HBO's reputation for premium content over Discovery's reality programming, after research showed higher user engagement with HBO fare. While technical implementation is mostly complete, the company encountered delays reverting its name on X (formerly Twitter). Despite the rebrand, the service's content lineup and user experience have not significantly changed. Warner Bros. Discovery is also proceeding with its plan to split into two separate companies, which may affect future content distribution. The move is widely seen as an effort to sharpen HBO's brand identity amid increased competition from Netflix and Amazon Prime Video.