HBO became HBO Max, and then it became Max. Now, it will be HBO Max once more.
Warner Bros. Discovery
is renaming its streaming platform again starting this summer, restoring a name it ditched just two years ago. The company announced the rebranding Wednesday during its upfront presentation in New York.
The change comes as Warner Bros. Discovery seeks to scale back its volume of content and focus on quality programming and storytelling.
“The powerful growth we have seen in our global streaming service is built around the quality of our programming,” said David Zaslav, CEO of Warner Bros. Discovery, in a statement. “Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”
The company’s streaming business has turned around its profitability by almost $3 billion over the past two years and scaled globally with around 22 million subscribers added in the past year. Warner Bros. Discovery aims to have more than 150 million subscribers by the end of 2026.
Still, Warner Bros. Discovery lost live rights to National Basketball Association games beginning next season. The company has focused on paying down debt rather than spending on new content to compete with Netflix
, which has more than 300 million subscribers. R impact X
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