,[object Object], has announced that its streaming service Max will revert to the name ,[object Object], this summer, marking a return to a brand identity that has seen several changes over the past decade. The move comes less than two years after the company dropped “HBO” from the title in an effort to broaden the platform’s appeal beyond prestige television and incorporate Discovery’s reality content. Executives now acknowledge that the HBO brand remains their strongest asset, synonymous with premium programming and a loyal subscriber base.

The decision was revealed during the company’s 2025 Upfront presentation in New York, where CEO ,[object Object], and other top executives emphasized the enduring value of the HBO name. They noted that despite attempts to position Max as a broader entertainment hub, subscribers consistently gravitate towards HBO’s acclaimed series and original films. The rebranding aims to clarify the service’s identity and leverage HBO’s reputation for quality to attract both new and returning viewers.

This latest rebrand is also a strategic response to the crowded streaming market, where differentiation is critical. ,Warner Bros. Discovery,’s leadership admitted that the previous shift to “Max” led to confusion among consumers, diluting the brand’s prestige and failing to achieve the intended growth. By restoring ,HBO Max,, the company hopes to reinforce its commitment to high-quality storytelling and set itself apart from competitors like Netflix and Amazon Prime Video.

Social media reactions to the announcement have been lighthearted, with ,Warner Bros. Discovery, poking fun at its own branding pivots through memes and playful posts. Internally, executives view the return to ,HBO Max, as an opportunity to “boldly iterate” on their strategy, focusing on what subscribers value most: exceptional content under a trusted and iconic brand.