In a notable shift in its branding strategy, Warner Bros. Discovery has announced that its streaming platform, currently known as Max, will revert back to the original name, HBO Max, starting this summer. This decision was unveiled during the company's upfront presentation in New York, marking a significant change just two years after the name was altered.
The rebranding comes as Warner Bros. Discovery aims to streamline its content offerings and emphasize quality programming over sheer volume. David Zaslav, the CEO of Warner Bros. Discovery, articulated this vision, stating, "The powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead."
Warner Bros. Discovery has witnessed a remarkable turnaround in its streaming business, with profitability increasing by nearly $3 billion in the past two years. Over the last year alone, the platform has added approximately 22 million subscribers, contributing to an ambitious target of surpassing 150 million subscribers by the end of 2026. Despite this success, the company faced challenges, such as losing live rights to National Basketball Association (NBA) games starting next season.
In a competitive landscape dominated by giants like Netflix, which boasts over 300 million subscribers, Warner Bros. Discovery is pivoting its strategy. JB Perrette, the president and CEO of streaming at Warner Bros. Discovery, emphasized the need to offer distinct and high-quality content, stating, "We will continue to focus on what makes us unique – not everything for everyone in a household, but something distinct and great for adults and families." This approach echoes sentiments from other industry leaders, including Disney’s CEO Bob Iger, who has highlighted that winning in streaming hinges on delivering quality content.
The recent Upfronts week in New York has seen a flurry of rebranding announcements across the industry. ESPN revealed its new flagship streaming app will be simply called ESPN, while Fox announced its upcoming service will be named Fox One. Additionally, Comcast's cable portfolio spinoff introduced its new holding company name, Versant.
Launched in 2020 while still under AT&T’s ownership, HBO Max was originally designed to showcase a vast array of content, including reality TV, documentaries, and movies, alongside its prestigious HBO titles. The Max branding was intended to signify a broader offering, catering to a wider audience beyond the traditional HBO subscriber base. However, following the merger of Discovery Communications and WarnerMedia, which resulted in the divestment from AT&T in 2022, the service was renamed simply Max.
Now, as Warner Bros. Discovery reverts back to the HBO Max name, it seeks to reinforce its commitment to high-quality content that resonates with its audience. This decision underscores a broader trend in the media industry, where companies are increasingly prioritizing quality over quantity to drive profitability and subscriber growth in a challenging streaming landscape.
Disclosure: Comcast is the parent company of CNBC. Versant will be the new parent company of CNBC under the proposed cable portfolio spinoff.
