At the Warner Bros. Discovery (WBD) Upfront presentation today at Madison Square Garden, the company announced that its premier streaming platform, Max, will be rebranded as HBO Max this summer, signaling a bold return to its iconic HBO branding to further propel its global growth.
WBD’s streaming business has seen remarkable momentum, achieving a $3 billion profitability turnaround in just two years and adding 22 million subscribers in the past year, with projections to surpass 150 million by the end of 2026. This success stems from a strategic focus on high-quality programming, including HBO originals, recent box-office hits, docuseries, select reality series, and Max and local originals, while de-prioritizing less engaging genres. The shift reflects evolving consumer preferences, with audiences demanding better, not more, content.
David Zaslav, President and CEO of Warner Bros. Discovery, emphasized the move’s significance: “The powerful growth we’ve seen in our global streaming service is built around the quality of our programming. 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 rebrand to HBO Max underscores WBD’s commitment to delivering distinct, premium content that sets it apart in a crowded streaming landscape. JB Perrette, President and CEO of Streaming, highlighted this during the presentation: “We will continue to focus on what makes us unique – not everything for everyone, but something distinct and great for adults and families. Our programming just hits different.”
Casey Bloys, Chairman and CEO of HBO and Max Content, added, “With the strong momentum we’re enjoying, HBO Max better represents our current consumer proposition. It clearly states our promise to deliver content that is recognized as unique and worth paying for.”
HBO Max will remain the go-to destination for prestigious entertainment, offering a curated selection of scripted programming, movies, documentaries, true crime, adult animation, and live sports and news (where available). Iconic brands like HBO, Warner Bros., Max Originals, DC, Harry Potter, A24 Films, and beloved shows such as Friends and The Big Bang Theory will continue to define the platform.
The rebrand reflects WBD’s data-driven approach and willingness to iterate boldly, ensuring HBO Max remains synonymous with unparalleled storytelling and quality entertainment for years to come.
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