During the Warner Bros. Discovery Upfront presentation in New York on May 14, 2025, the company announced a rebranding of its streaming service, Max, back to HBO Max, set to take place this summer. This strategic move highlights the platform’s significant momentum and profitability, boasting a remarkable $3 billion turnaround in just two years while adding 22 million subscribers over the past year. Warner Bros. Discovery aims to exceed 150 million subscribers by the end of 2026.
The rebranding reflects a shift in focus towards high-quality content, with WBD prioritizing the types of programming that engage viewers most effectively, including HBO’s acclaimed offerings, recent blockbuster films, docuseries, select reality shows, and local originals. This adjustment comes amid a broader change in consumer demand, where viewers increasingly prefer quality over quantity in their streaming experiences.
David Zaslav, President and CEO of Warner Bros. Discovery, emphasized that the growth of the streaming service is anchored in the quality of programming, stating that the reinstatement of the HBO brand into HBO Max is intended to enhance the platform’s appeal and reinforce its commitment to delivering unique content.
JB Perrette, President and CEO of Streaming, and Casey Bloys, Chairman and CEO of HBO and Max Content, added that the focus remains on providing distinct programming that caters specifically to adults and families, rather than attempting to offer something for everyone. This approach aligns with the brand’s identity of delivering premium content that viewers recognize as worthy of their investment.
With prominent entertainment franchises such as HBO, Warner Bros., DC, Harry Potter, and others, HBO Max is positioned to remain a leader in the competitive streaming landscape. The return to the HBO Max name signifies the company’s dedication to quality storytelling and consumer engagement, ensuring that subscribers continue to receive captivating and diverse programming.
Overall, this rebranding initiative is a promising step for Warner Bros. Discovery, aligning with contemporary viewer preferences and reinforcing the brand’s commitment to excellence in media.