HBO Max returns: Warner Bros. Discovery renames streaming service again

Warner Bros. Discovery is returning to its roots by renaming its streaming service HBO Max, effective this summer.

After experimenting with the name Max in 2023, the company announced during its upfront presentation in New York that it would be reverting to the iconic HBO brand.

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HBO Max will focus on quality content

This rebranding decision has not been made without thought. Warner Bros. Discovery has decided to prioritize quality content over quantity in its grill of contents. David Zaslav, CEO of Warner Bros. Discovery, highlighted the fact that the company's streaming service growth was due to the excellent quality of it content.

The company aims to have more than 150 subscribers by the end of 2026, a goal that seems simple to achieve considering the fact that they managed to add approximately 22 million subscribers just ton the past year.

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HBO Max's competition with other streaming giants

Despite the rapid growth the company had, HBO Max is still facing challenges such as losing the live right to the NBA (National Basketball Association) games starting next season, as the focus was on paying the company's debts rather than investing heavily in new content to compete with other streaming companies.

JB Perrette, President and CEO of streaming at Warner Bros. Discovery, highlighted the fact that HBO Max is not trying to appease everyone, but rather focusing on exceptional content “It’s not subjective — our programming just hits different,” Perrette said.