Warner Bros. Discovery (WBD, Financial) is set to rename its streaming platform from "Max" back to "HBO Max," marking a full circle in its branding. This decision was announced at the company's annual advertising event in New York, with plans to implement the change this summer. The rebranding comes as the company undergoes a strategic shift to focus on quality content and storytelling while reducing the volume of offerings.
CEO David Zaslav emphasized that the platform's growth is built on quality programming. Over the past two years, Warner Bros. Discovery has achieved a $3 billion turnaround in its streaming business, adding approximately 22 million subscribers globally last year, with a target of reaching 150 million by the end of 2026. However, the company has lost NBA streaming rights for the next season and is prioritizing debt reduction over competing with Netflix (NFLX) in content spending.
The rebranding signals a focus on quality over quantity, a strategy echoed by Disney's CEO Bob Iger. The industry is increasingly emphasizing ad packages, account sharing prevention, and bundled services as traditional media companies face profitability challenges with their streaming services.
