Max Returns As HBO Max (Again) After 2 Years Of Rebranding
Here's an official announcement that sounds like a joke but isn't: Max, the streaming service formerly known as HBO Max, is changing its name back to….wait for it, HBO Max. The rebranding will take place this summer, two years after Warner Bros. Discovery dropped 'HBO' from the title.
The effort was even more short-lived in Southeast Asia, including Singapore, where it only launched last November with the Standard and Ultimate subscription tiers. More recently, its logo was also tweaked to the classic black-and-white HBO colour scheme, replacing the purple background from before.
'Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead,' David Zaslav, president and CEO of Warner Bros. Discovery, said in a news release.
Casey Bloys, chairman and CEO of HBO and Max content, added: 'With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. And it clearly states our implicit promise to deliver content that is recognised as unique and, to steal a line we always said at HBO, worth paying for.'
The company is no stranger to name changes, with its origins dating back to HBO Go, established as the original streaming service for HBO cable users in 2010. The release of HBO Now followed in 2015, allowing non-cable subscribers to stream content before both platforms were absorbed into HBO Max. To say that its history is confusing is probably an understatement for most.
In any case, Max will revert to HBO Max sometime in Summer 2025 (and hopefully, can keep it for a longer time).
Si Jia is a casual geek at heart – or as casual as someone with Sephiroth's theme on her Spotify playlist can get. A fan of movies, games, and Japanese culture, Si Jia's greatest weakness is the Steam Summer Sale. Or any Steam sale, really. HBO Max Max Streaming Service Warner Bros. Discovery
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