HBO Returns: Why Warner Bros. Is Putting the “HBO” Back in HBO Max

In a bold move signaling a return to its roots, Warner Bros. Discovery has announced that its streaming platform will once again be known as HBO Max. The rebrand reverses a controversial decision made in 2023 to drop the “HBO” name in favor of simply “Max” — a shift that never quite resonated with audiences or critics.
The name “Max” was initially intended to represent a broader, more family-friendly content mix following the 2022 merger of WarnerMedia and Discovery, Inc. However, despite adding over 22 million subscribers in the past year, the brand struggled to establish a distinct identity apart from the powerhouse reputation of HBO’s original programming.
“Bringing back the HBO brand will strengthen the platform and better reflect its premium content,” said executives during the company’s latest media event. Popular series like The White Lotus and The Last of Us continued to draw massive audiences under the “Max” banner, yet many viewers still referred to the service as HBO out of habit — or confusion.
The rebrand, which will officially roll out this summer, is designed as a course correction rather than a reinvention. No changes to pricing or subscription tiers have been announced, and the platform remains otherwise unchanged — just “same app, new-ish name,” as the company playfully described it.
Warner Bros. Discovery embraced the public’s reaction with humor, poking fun at the streaming service’s identity crisis through memes and self-aware social media posts. Still, the shift underscores the importance of brand trust, especially in the crowded streaming landscape.
HBO’s legacy stretches back to 1972, evolving from a cable movie channel to the gold standard for prestige television. With its return to the HBO Max name, the company hopes to lean into that heritage while continuing to build on recent growth.
In an industry where rebrands are increasingly common — from social media giants to century-old food companies — HBO Max’s move stands out as a rare reversal that admits misstep while embracing momentum.