Warner Bros Discovery has officially admitted what many in the industry suspected from the start: HBO still matters. Just two years after the company dropped the iconic name from its streaming service in favor of the more generic Max, it is bringing it back. The platform will relaunch as HBO Max this summer.
“We’re well aware of what the HBO brand means to the industry and to consumers,” said Casey Bloys, CEO of HBO and Max Content, on stage at Madison Square Garden. “With the strong momentum we’re enjoying, we believe HBO Max far better represents our new consumer promise.”
The original rebrand to Max – an attempt to unify prestige drama with reality and lifestyle content – was one of the most controversial decisions in recent streaming history. The company tried to steady the ship by making the Max interface look and feel more like HBO. It didn’t stick.
But this is more than a name change. It marks a decisive shift in strategy. “No consumer today is saying they want more content,” Bloys said. “But most are saying they want better content.” WBD is now positioning itself as the service for people who want fewer, better shows – and for brands that want to be part of cultural conversation, not just content clutter.
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Shauna Spenley, CMO of HBO Max, acknowledged the long road back. “You’re probably thinking, ‘Wow, these guys really love to rebrand,’” she said. “It’s been about two years, so yes, this is probably our track record. But with everything we’ve learned, now is exactly the right time.”
The company is backing that shift with a sharpened content strategy and a new set of tools for advertisers. Bloys previewed returning HBO hits such as Euphoria, White Lotus and The Last of Us, as well as a fresh slate of originals, all underpinned by a clear proposition: “Our shows just hit different.”
On the commercial side, Warner Bros Discovery introduced Demo Direct and Neo – two products designed to give media buyers more precision and less friction. Demo Direct offers a single buy across WBD’s entire linear portfolio. Neo gives direct, real-time access to its premium video inventory, with no middlemen and no hidden fees.
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“These products give you full control, real-time transparency, and smarter reach,” said Ryan Gould, its president of advertising. “And, most importantly, you won’t have to deal with Conan to activate your campaign.”
The company also debuted The StoryVerse, a new IP activation engine aimed at helping brands integrate into its entertainment universe more creatively. Case studies featuring BMW, Jefferson’s Bourbon and American Express were used to show how brand storytelling can translate into spikes in engagement, search and sales.
If Max was meant to signal scale, HBO Max is now making a play for focus – a promise of quality over quantity and of content that earns attention rather than simply fills time. Whether the industry follows is another matter. For now, WBD is betting that in streaming, less might finally mean more.
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