This Major Streaming Service Messed Up With Total Name Change Failure
Warner Bros. Discovery is reverting to the HBO Max name for clearer brand positioning and recognition, enhancing their viewer relationship.
The reintroduction of HBO Max was explained this week by CEO Casey Bloys during a meeting in New York. According to him, the previous rebranding was an attempt to quickly gain ground on Netflix, but the platform lost its own identity in the process. The return to the old name is intended to emphasize HBO's original profile: a selection focused on quality.
Back To The Original Brand
Bloys mentioned that consumers value recognition. He stated that Netflix has already developed into a permanent part of the viewing landscape, but viewers also have a need for distinctive programming. According to him, subscribers to HBO Max are primarily looking for original HBO series, major studio productions, and a carefully curated library. The previous direction, which aimed to offer too much at once, muddled that identity.
Another pain point was the confusion between HBO titles and programs developed solely for Max. Productions such as The Penguin and The Last of Us were often perceived by viewers as being lumped together with Max Originals like Doom Patrol and Peacemaker. The name change should clarify which titles belong to the HBO offering and which fall under the broader platform.
New Role For Max Originals
Bloys emphasized that Max Originals will now have a defined role within the overall offering. They will be developed as efficient yet still high-quality series that can return annually. These titles are meant to reach audience groups that lie just outside the traditional HBO demographic while also contributing to the ambition of providing new material year-round.
The combined number of subscribers for HBO Max and Discovery Plus is expected to exceed 125 million worldwide by the end of 2025, keeping the provider as one of the largest players in the market.