Warner Bros. Discovery changes course, will go back to HBO Max

Warner Bros. Discovery reported that Max, the company's flagship streaming platform, will be rebranded again HBO Max this summer.

"Returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering. It is also a testament to WBD’s willingness to keep boldly iterating its strategy and approach – leaning heavily on consumer data and insights – to best position itself for success," the platform explained in a statement published on its website.

In that regard, the company assured that WBD's streaming business has momentum, reversing its profitability by nearly $3 billion in just two years and scaling globally with 22 million subscribers added over the last year. The company projects it will reach 150 million subscribers by the end of 2026.

David Zaslav, president and CEO of Warner Bros. Discovery, noted that "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."

During the WBD Upfront on stage at Madison Square Garden, J.B. Perrette, president and CEO of Streaming, and Casey Bloys, president and CEO of HBO and Max Content, provided more details on the upcoming change.

A rebranding of the company's logo had already been previewed in recent days.