Warner Bros. Discovery Reverts Max to HBO Max

Warner Bros. Discovery will rebrand its streaming service from 'Max' back to 'HBO Max' this summer, two years after dropping the HBO name. CEO David Zaslav emphasized that HBO represents 'the highest quality in media,' citing strong subscriber growth and improved brand recognition as reasons for the change. The company acknowledged that the previous 'Max' rebrand did not resonate with consumers, who prefer the prestige and distinctiveness associated with HBO, especially following recent hits like 'The White Lotus' and 'The Last of Us.' The move aims to better differentiate HBO Max from competitors by focusing on quality over quantity. Some analysts and fans interpret the reversal as an admission that the initial rebranding was a misstep. The company maintains that the change is part of an ongoing brand evolution.