In a surprising turn of events, Warner Bros. Discovery's streaming service reverted to the HBO Max brand in the early hours of Wednesday, July 9th. This decision marks a swift reversal from the recent rebranding to "Max," which occurred on May 14th. The company offered little advanced notice beyond a vague plan to make the change sometime in the summer, highlighting the unexpected nature of this shift. The transition is not instantaneous and will take some time to fully propagate across all systems.
However, the icon on the streamer’s apps has already been updated in regions where HBO Max is available. The service encompasses a wide range of popular entertainment brands, including HBO, Warner Bros., Max Originals, DC, Harry Potter, and iconic television series such as Friends and The Big Bang Theory. A new logo featuring an embossed typeface has also been introduced, further reinforcing the connection to the established HBO brand.
HBO Max has set an ambitious target of 150 million subscribers by the end of 2026, with the expectation that the UK market will be included in this total by that time. The return to the HBO Max branding signifies a strategic readjustment for Warner Bros. Discovery in its streaming landscape.