Warner Bros has announced that “Max,” the entertainment giant's streaming platform, will rebrand once again.
The entertainment company behind hit feature films like Interstellar and The Dark Knight has revealed at its upfront presentation in New York that its streaming platform, “Max”, will revert to its original name, “HBO Max.”
Warner Bros said that returning HBO to HBO Max will “further drive the service forward and amplify the uniqueness that subscribers can expect from the offering.”
“This evolution has also been influenced by changing consumer needs, and the fact that no consumer today is saying they want more content, but most consumers are saying they want better content,” the company said
The streaming platform is home to hit series like “Game of Thrones,” “The White Lotus,” and “The Last of Us.”
This name change will be the sixth iteration of the brand as it rebranded to “HBO Go” in 2010, “HBO Now” in 2015, “HBO Max” in 2020, “Max” in 2023, and now back to “HBO Max” in 2025. Along with the name changes, we’ve seen various logo iterations.
While Warner Bros claims that this change comes from consumers saying they “want better content,” the name change could also result from consumers being simply confused by the constant rebrands.
Warner Bros states that its willingness to tweak its strategy and approach leans “heavily on consumer data and insights – to better position itself for success,” suggesting that customer feedback regarding the frequent name change could be a reason for the brand's revision.
Social media users were quick to catch the upcoming changes, and their responses are priceless.
“Warner Bros. Discovery just re-branded its streaming service “Max” back to “HBO Max.” This caps off probably the funniest series of inexplicable logo changes in corporate history,” said one user.
Warner Bros. Discovery just re-branded it’s steaming service “Max” back to “HBO Max”.
undefined Trung Phan (@TrungTPhan) May 14, 2025
This caps off probably the funniest series of inexplicable logo changes in corporate history. pic.twitter.com/9rbgLHQB21
Another user said, “HBO every 6 months,” with a picture of one man wearing a hat in different positions.
HBO every 6 months: https://t.co/BWNDYGjTsS pic.twitter.com/89rEH0hPBt
undefined COOP (@CoopPirate) May 14, 2025
HBO’s social media team even leaned into the barrage of memes referencing a popular moment from one of the streaming platform's most popular series, “Euphoria.”
The post shows the various iterations of Warner Bros’ streaming platform’s brand and below one of the characters from Euphoria said “Bitch you better be joking,” demonstrating the absurdity of the situation.
What she said. pic.twitter.com/nUDClK8i9G
undefined HBO (@HBO) May 14, 2025
Warner Bros has said that its streaming product has “incredible momentum” and has turned over almost $3 billion in only two years.
The platform has also seen 22 million subscribers over the past year and sees “a clear path to over 150 million+ by the end of 2026.”
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