HBO Max name returning as Warner Bros Discovery ends Max rebrand

Warner Bros Discovery will rebrand its streaming service back to HBO Max after Max failed to resonate with viewers.

Warner Bros Discovery (WBD) will officially restore its flagship streaming platform's original name, HBO Max, on Wednesday, ending a two-year experiment with the rebranded title “Max.” The return to the HBO Max name comes after ongoing criticism and underwhelming reception of the simplified branding, which many consumers found confusing and uninspired.

The return of the HBO Max name, first reported by Deadline, was confirmed by a source familiar with the company’s plans. The announcement was initially made during WBD’s upfront presentation last May, where a theater full of advertisers reportedly reacted with a mix of surprise and amusement.

The decision to drop the HBO label in 2023 was intended to signal that the platform offered more than just prestige television. Executives hoped “Max” would position the service as a broader hub for content, including reality shows, documentaries, films, and family programming.

However, the Max branding failed to gain traction. Consumers and analysts alike found the name too generic and disconnected from HBO’s strong brand identity, long associated with high-quality programming. The change diluted what had been a major differentiator in the crowded streaming market.

“The HBO name carried a legacy of prestige TV,” noted one media analyst, “while ‘Max’ was seen by some as too broad or nondescript.”

In light of these challenges, WBD is reembracing the HBO Max name to capitalize on its cultural cachet and rebuild consumer trust. The move is part of a broader effort to sharpen the platform’s identity and strengthen its position amid fierce competition from Netflix, Disney+, and Amazon Prime Video.

The updated HBO Max branding will begin rolling out this week across apps, websites, and promotional materials.