Warner Bros. Discovery is bringing back the HBO brand in a big way. During its Upfront presentation in New York on Wednesday, the company announced that Max will officially be rebranded back to HBO Max this summer.
James Gunn and John Cena, while promoting Season 2 of Peacemaker, appeared in a promo video supporting the change. Peacemaker Season 2 premieres on HBO Max on Thursday, August 21 at 9 p.m. ET/PT.
POV: finding out about the rebrand from @JohnCena pic.twitter.com/eyQxhTcJrs
— Max (@StreamOnMax) May 14, 2025
That's good actually. pic.twitter.com/b3WNWOsyT2
— Max (@StreamOnMax) May 14, 2025
HBO Branding Returns
Via the official announcement, WBD leadership says the move reflects what viewers want: better content, not more content. With platforms competing for attention, WBD is leaning into what sets it apart — HBO programming, recent theatrical films, docuseries, and high-performing originals. The company is scaling back genres that don’t drive engagement.
HBO’s 50-year track record for quality storytelling is now front and center again.
Executive Comments on the Change
CEO David Zaslav called the return to the HBO Max name a sign of confidence in the brand’s value:
“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.”
JB Perrette, head of streaming, explained the service isn’t trying to be everything for everyone:
“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.”
HBO boss Casey Bloys added that the HBO Max name better reflects the service’s identity and value to subscribers:
“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’s Growth and Strategy
Warner Bros. Discovery turned around streaming losses by nearly $3 billion over two years. The service added 22 million global subscribers in the past year, and it’s on track to hit 150 million by 2026.
Executives credit that growth to focusing on what works — HBO, hit movies, and originals — while pulling back from low-engagement categories.
What HBO Max Offers
The rebranded HBO Max will continue to offer top-tier scripted shows, movies, documentaries, adult animation, and more. Subscribers can expect titles from HBO, Warner Bros., DC, Max Originals, and others — all in one place.
