HBO Max Rebrands as Max

The iconic streaming platform has reclaimed its throne — and by "she," we're of course talking about HBO Max, which previously suffered the indignity of losing its prestigious HBO branding. Now viewers can breathe easy, as the forgettable "Max" standalone name fades into history, properly reunited with its legendary HBO counterpart.

Warner Bros. Discovery marked the official rebranding rollout on July 9 with a press release that acknowledges the situation's inherent humor. Their simple yet effective statement? "It's good to be Home."

Accompanying the announcement was a vibrant showcase spot celebrating HBO Max's deep library — from acclaimed originals to beloved licensed content. The promo concludes with the same warm tagline ("It's good to be Home"), proudly displaying the restored branding alongside its accessible $9.99 starting price.

The service originally debuted as HBO Max in May 2020. But following the Warner Bros.-Discovery merger in April 2022, leadership controversially streamlined the name to just "Max" in May 2023 — a short-lived experiment reversed this May when the company confirmed its return to familiar branding.

Warner Bros. Discovery framed the reversal as strategic, asserting HBO's legacy strengthens brand perception. "Market shifts revealed audience preferences aren't about quantity, but exceptional quality — and HBO has defined premium storytelling for 50+ years," noted WBD's statement.

The company elaborated: "By reuniting HBO with HBO Max, we're emphasizing what makes this service unique in a crowded market. This decision reflects our commitment to evolving based on consumer insights — ensuring we deliver unmatched excellence subscribers expect from our content."

"It also demonstrates WBD's agility in refining strategies through data-driven innovation to maintain competitive excellence."