Max Is Being Rebranded Yet Again To HBO Max
Image Courtesy Of Entertainment Weekly
The streaming service Max is getting a new name—its old one.
Warner Bros Discovery has chosen to return Max to HBO Max, a reversal of its 2022 rebrand, this summer, a move that even the company humorously acknowledged as a little ridiculous.
“Same app. New-ish name.” Their advertisement blares triumphantly. “The plot twist everyone has been waiting for: Max is becoming HBO Max!”
David Zaslav, Warner Bros Discovery CEO and President, spoke further on the matter, stating they are “bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”
The app had originally had its name changed back in 2022, in an attempt to bring greater focus beyond Warner Bros and HBO's catalog of cinema and television and include more of the then recently acquired Discovery content, which tends to focus on nature, science, culinary, and life-based reality television.
However, as noted by Casey Bloys, Head of HBO and Max Content, that type of content frequently received lower viewership than the rest of the library. "What people were not engaging as much with was the food content, the home content, and some of the TLC programming. That is, not the big franchises.”
RELATED:
As such, it has become clear that the service is leaning back towards its previous title in an attempt to regain and lean into the prestige and popularity the HBO brand and its content have become well known for.
As Bloys noted, “With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. And it clearly states our implicit promise to deliver content that is recognized as unique and, to steal a line we always said at HBO, worth paying for.”
READ NEXT:
Latest News
Featured
