It’s not Max. It’s HBO Max — again.
In a surprise pivot, Warner Bros. Discovery executives announced Wednesday morning that the streaming service Max would be renamed HBO Max, reinstating the app’s old name and abandoning a contentious change that the company introduced two years ago.
The reason for the change, executives explained, was straightforward.
People who subscribe and pay $17 a month for the streaming service wind up watching HBO content like “The White Lotus” and “The Last of Us,” as well as new movies, documentaries and not a whole lot more.
“It really is a reaction to being in the marketplace for two years, evaluating what’s working and really leaning into that,” Casey Bloys, the chairman of HBO content, said in an interview.
HBO, a trailblazer of the cable era, has been on a very bumpy ride to finding an identity in the streaming era. There was HBO Go (2008), HBO Now (2015), HBO Max (2020), Max (2023) and now, once again, HBO Max (2025).
Two years ago, Warner Bros. Discovery executives said that they meant well by changing the name to Max. Their overwhelming concern, the executives said, was that Discovery’s suite of reality shows — “Sister Wives,” “My Feet Are Killing Me” — risked watering down the HBO brand, which continued to produce award-winning series like “Succession.”
Further, they said, HBO spent decades branding itself as a premium adult service. That was not exactly an ideal anchor for a streaming service that they envisioned would compete head-to-head with a general entertainment app like Netflix.
