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Matthew McConaughey succinctly stated, “Sometimes you gotta go back to actually move forward.” This philosophy is being embraced by Warner Bros. Discovery, which is set to reintroduce its streaming service under the name HBO Max.
During an upfront presentation in New York on Wednesday, executives at Warner Bros. Discovery unveiled the name change. Originally launched in 2020 as HBO Max, the service saw its branding simplified to just Max in 2022. This decision, which stirred some controversy, is now being reversed as HBO Max will make its return this summer.
“The remarkable growth we’ve achieved in our global streaming platform is anchored in the quality of our content,” said David Zaslav, President and CEO of Warner Bros. Discovery. “Today, we’re reinstating HBO, a name synonymous with premier quality in media, to further accelerate our growth moving forward.”
At the presentation, it was highlighted that the streaming division has increased profitability by nearly $3 billion within two years. The platform has attracted 22 million new subscribers across global markets, with the aim of surpassing 150 million subscribers by the end of 2026.
Warner Bros. Discovery believes its offerings stand out due to “quality and distinct narratives.” The return to the HBO Max brand will “propel the service forward,” according to a press release.
Casey Bloys, Chairman and CEO of HBO and Max Content, expressed, “With our current trajectory and strong momentum, HBO Max better aligns with what we offer our customers. It clearly communicates our promise to deliver exceptional content that is truly worth your subscription.”
The service has had a strong start to the year, buoyed by popular shows like The White Lotus season 3, The Last of Us season 2, and The Pitt. Anticipation is high for 2026, with upcoming seasons of House of the Dragon and A Knight of the Seven Kingdoms, followed by a Harry Potter series set for 2027.
Currently, Max offers three subscription options: Basic with Ads at $10 per month, Standard at $17 per month, and Premium at $21 per month.
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