Warner Bros. Discovery is reverting to its original name for its popular streaming service: HBO Max. The decision comes after two years of using the name Max, which was met with widespread confusion and criticism from consumers and industry experts.
The reason behind the change is simple: subscribers who pay $17 a month for the service primarily watch HBO content, such as “The White Lotus” and “The Last of Us.” In an effort to lean into what’s working, executives are bringing back the name that has become synonymous with premium adult entertainment.
This marks the fourth time in just over a decade that the streaming service has changed its name. It first launched as HBO Go in 2008, followed by HBO Now in 2015 and then Max in 2023. The pivot to Max was intended to make the service more competitive with Netflix, but it ultimately led to confusion among consumers.
Warner Bros. Discovery executives have acknowledged that competing directly with Netflix is unrealistic, and instead, they plan to focus on being a complementary service. The company has seen encouraging results with Max, including a profitable streaming division and a significant jump in subscriber count.
In recent months, the app’s color scheme has also been updated to its original black and white design, signaling a shift back towards the HBO brand. While this decision is not expected to be the last name change for the service, it marks a step in the right direction for Warner Bros. Discovery as it navigates the streaming landscape.
Source: https://www.nytimes.com/2025/05/14/business/media/hbo-max-streaming-name.html