Warner Bros. Discovery announced that its streaming service will revert to the original HBO Max name on July 9, 2025, ending a two-year period when it was called Max.

This rebranding coincides with the upcoming Emmy nominations, signaling a strategic move to reinforce the platform's legacy and focus on high-quality content.

The service has undergone five name changes over 15 years, including HBO Go, HBO Now, and Max, before returning to HBO Max.

The decision aims to better compete with Netflix by emphasizing HBO's prestige content and differentiating the platform through quality storytelling.

The rebranding highlights HBO's premium programming, including popular originals like 'The White Lotus' and 'Hacks,' to attract viewers seeking high-caliber content.

Industry insiders have responded with skepticism and humor, sharing jokes and memes about the confusing rebranding history, with comedian John Oliver mocking the changes.

Research indicated that users preferred HBO's premium content over Discovery's reality shows, prompting a shift away from family and kids programming.

The rebranding was announced during Warner Bros. Discovery's upfront presentation, emphasizing the return to the HBO name to reflect their focus on quality content.

Max's subscriber growth has been slower compared to competitors like Netflix and Amazon Prime Video, with 5.3 million new subscribers in the recent quarter.

This move reflects Warner Bros. Discovery's recognition of the prestige associated with the HBO brand, which they previously diminished in 2023.

The company is also undergoing a major restructuring, splitting into two entities—one focusing on HBO, HBO Max, and Warner Bros. studios, and the other on cable networks.

Existing users will see the HBO Max logo automatically replace the Max icon on apps and websites, with no need for re-downloads or account changes.