Warner Bros. Discovery goes back to ‘HBO Max’ naming

Warner Bros. Discovery announced that its streaming service, currently named Max, will revert to its previous name, HBO Max, starting this summer.

Sarah Whitten, Alex Sherman, and Lillian Rizzo for CNBC:
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Warner Bros. Discovery first launched its stand-alone streaming service HBO Max in 2020 when the brand was still owned by AT&T.

The “Max” moniker was added to signify that the platform would have a wide array of content, from reality TV, documentaries, kids programming and movies, as well as the prestige branding of HBO titles.

At the time, leadership believed HBO had too small of an audience, much of which was U.S.-based, and that there was more value in making HBO a sub-brand within a larger streaming offering.

The service was later renamed Max in 2023. That change came after the merging of Discovery Communications and WarnerMedia, which was divested from AT&T in 2022. Content from Discovery+ was added to HBO Max under the new name.

Now, two years later, Warner Bros. Discovery has reversed course.

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MacDailyNews Take: Dithering to the Max!

HBO has had one of the worst branding efforts throughout recent years: HBO GO, HBO Now, HBO Max. Only Apple could rival HBO for confusing naming: Apple TV (hardware), Apple TV (app), Apple TV+ (service). Try explaining that to the average person – it’s fun! – MacDailyNews, April 12, 2023

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