Warner Bros. Discovery’s Max returns as HBO Max this summer

Investing.com -- Warner Bros. Discovery (NASDAQ:WBD) revealed plans today to rebrand its primary streaming platform, Max, as HBO Max this summer. This announcement was made during the company’s Upfront presentation in New York. The platform was previously renamed from HBO Max to Max in 2023.

The rebranding decision follows a period of significant growth for WBD’s streaming business, which has seen its profitability increase by nearly $3B within two years. The company has also successfully expanded its global reach, adding 22 million subscribers in the past year. WBD has set a target of over 150 million subscribers by the end of 2026.

The company attributes this success to strategic investments and a focus on popular programming genres such as HBO, recent box-office movies, docuseries, select reality series, and Max and local originals. Meanwhile, it has de-prioritized genres that generate less engagement or acquisition.

The evolution of the company’s strategy has been influenced by changing consumer needs. Today’s consumers are less focused on quantity and more on the quality of content. WBD has distinguished itself through quality and unique storytelling, a reputation that HBO has consistently maintained for over 50 years.

The re-introduction of the HBO brand into HBO Max is expected to enhance the service’s appeal and highlight the unique content subscribers can expect. This move also demonstrates WBD’s willingness to continually adapt its strategy based on consumer data and insights.

David Zaslav, President and CEO of Warner Bros. Discovery, commented on the rebranding. He stated that the impressive growth of their global streaming service is built around the quality of their programming. He believes that reintroducing the HBO brand will further accelerate this growth in the coming years.

Additional information about the upcoming change was provided by JB Perrette, President and CEO of Streaming, and Casey Bloys, Chairman and CEO of HBO and Max Content, during the WBD Upfront at Madison Square Garden.

Perrette emphasized the company’s continued focus on providing distinctive and high-quality content for adults and families. Bloys added that the name HBO Max better represents the company’s current consumer proposition, promising to deliver content that is unique and worth paying for.

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