Max Reverts Back to “HBO Max” in Latest Streaming Name Change Twist

In a move that feels more like a plot twist from one of its own prestige dramas, Warner Bros. Discovery has announced that its streaming platform Max will officially revert back to its former name, HBO Max, later this year.

The decision comes just over a year after the company controversially dropped the “HBO” branding in favor of the more streamlined “Max,” in an attempt to reflect its broader content offerings—including Discovery+, CNN, and reality TV—beyond the premium cable network’s acclaimed dramas and originals. However, the name change was met with confusion from consumers, brand dilution criticism from analysts, and a notable dip in app recognition and subscriptions.

“The HBO name carries undeniable weight and prestige,” said JB Perrette, CEO and President of Global Streaming at Warner Bros. Discovery, in a press release. “We heard our users loud and clear: HBO is the brand they trust, and it belongs front and center.”

Despite the company’s intent to appeal to a wider demographic with the “Max” rebrand, data suggests that viewers associated the change with a loss of identity. According to internal surveys, many consumers believed HBO content had either been removed or de-emphasized, when in fact it remained the platform’s biggest draw.

The new-old name, HBO Max, will return alongside a fresh interface update, improved personalization features, and the same mixed catalog of prestige series (Succession, The Last of Us, Euphoria) and unscripted favorites (Fixer Upper, 90 Day Fiancé, Naked and Afraid).

While some see the reversal as an embarrassing course correction, others applaud the company for acknowledging its misstep and embracing the strength of the HBO brand.

The rebranding rollout begins this fall, with the app automatically updating across devices. Users won’t need to re-download or resubscribe.

In the constantly shifting landscape of streaming services, one thing is clear: brand recognition still matters—and when your brand is HBO, it might be best not to leave it behind in the first place.