Streaming service Max is reverting back to the name HBO Max, a decision announced by Warner Bros. Discovery during a presentation in New York. This rebranding is set to take effect this summer and aims to restore the iconic HBO branding, which has seen several changes since the inception of streaming services. The announcement was accompanied by playful social media posts that humorously reflected on the service’s branding journey, including a meme comparing the rebranding process to a conclave for selecting a new pope.
HBO’s streaming service has undergone several transformations over the years: it was initially called HBO Go in 2010, followed by HBO Now in 2014, before becoming HBO Max in 2020. In 2023, the name was simplified to Max, but the recent decision reintroducing HBO Max indicates a strategic pivot. Casey Bloys, chairman and CEO of HBO and Max content, stated that “HBO Max” better represents their current consumer proposition and promises unique, quality content worth paying for.
Warner Bros. Discovery CEO David Zaslav emphasized that the HBO brand signifies the highest quality in media. Following the company’s success in increasing profitability and expanding its global streaming base by 22 million subscribers over the past two years, there’s a goal to reach another 150 million paid customers by 2026. The company plans to focus on high-engagement content, including box office movies, docuseries, reality series, and original programming, while moving away from genres that attract less viewer engagement. This strategic shift signifies a commitment to enriching the HBO legacy in the competitive streaming landscape.
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