On May 14, 2025, during the Warner Bros. Discovery Upfront presentation held in New York, the company revealed a significant milestone in its streaming journey: the rebranding of its premier streaming platform, Max, to HBO Max. This change is set to take place this summer, reflecting the company's strategic focus on delivering high-quality content that resonates with audiences.
Warner Bros. Discovery's streaming business has experienced remarkable momentum, achieving a turnaround in profitability of nearly $3 billion within just two years. The platform has scaled globally, adding an impressive 22 million subscribers over the past year. With a strong growth trajectory, WBD is on track to exceed 150 million subscribers by the end of 2026, solidifying its position in the competitive streaming industry.
The success of HBO Max can be attributed to a strategic refocusing on programming that drives engagement. WBD has prioritized high-performing content, including HBO originals, recent box-office hits, docuseries, selected reality shows, and local originals. Conversely, genres that yield less viewer engagement have been deprioritized. This evolution is a response to shifting consumer preferences; today, audiences are not just seeking more content, but rather better content.
WBD has distinguished itself in the crowded streaming market by emphasizing quality storytelling. With over 50 years of delivering exceptional content, HBO has established a legacy that few can rival. The decision to reintroduce the HBO brand into HBO Max aims to further enhance the service's appeal and underscore the unique offerings available to subscribers.
David Zaslav, President and CEO of Warner Bros. Discovery, commented on the company’s journey: “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.”
During the Upfront event at Madison Square Garden, JB Perrette, President and CEO of Streaming, and Casey Bloys, Chairman and CEO of HBO and Max Content, elaborated on the rebranding initiative. Perrette stated, “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. It’s really not subjective, not even controversial – our programming just hits different.”
Bloys 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 recognized as unique and, to steal a line we always said at HBO, worth paying for.”
HBO Max is recognized as the premier global streaming platform from Warner Bros. Discovery, offering an array of unique and captivating stories. The service features the highest quality in scripted programming, movies, documentaries, true crime, adult animation, and live sports and news where available. HBO Max serves as the home for prestigious entertainment brands, including HBO, Warner Bros., Max Originals, DC, Harry Potter, A24 Films, and iconic series like “Friends” and “The Big Bang Theory,” all conveniently accessible in one place.
For more information and updates, please contact:
Jeff Cusson
Email: Jeff.Cusson@wbd.com
Jaclyn Mandelbaum
