Warner Bros. Discovery has announced a significant shift in its streaming strategy. From this summer, the company will rebrand its streaming service as HBO Max, bringing back the prestigious HBO name. This decision follows considerable media speculation and questions regarding the initial absence of the HBO brand after the merger of Warner Bros. and Discovery's streaming platforms.
Netflix co-CEO Ted Sarandos voiced his surprise at the initial omission of the HBO brand, stating in a Variety interview: “When they’re serious, all those names will go away, and it’ll just be HBO.” The rebranding comes at a time of strength for WBD, with a reported 22 million subscriber additions over the past year. The company projects a subscriber base of 150 million by the end of 2026, a goal that includes the anticipated launch of HBO Max in the UK and Ireland.
Speaking at the WBD Upfront event in Madison Square Garden, JB Perrette, President and CEO of Streaming, highlighted the unique focus of HBO Max: “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.” The platform will consolidate a variety of brands, including HBO, Warner Bros., Max Originals, DC, Harry Potter, A24 Films, as well as popular shows such as Friends and The Big Bang Theory.