HBO Max makes a surprise comeback
In another twist for streaming subscribers, Warner Bros. Discovery is scrapping the “Max” brand and reviving the “HBO Max” name this summer. The company made this move official at its Upfront event today in New York, touting it as a way to double down on what works best: the HBO brand and its reputation for quality programming.
Executives point to billions in profit improvements and millions of new subscribers, insisting that shifting the focus back to HBO will help the company hit a projected 150 million global subscribers by 2026. But as someone who follows streaming trends closely, I can’t ignore the constant rebranding.