The market has spoken here, and quality is the real differentiator.” To put it more plainly: The basic assumption behind the Max branding, that viewers would flock to Discovery’s big buckets of unscripted dross over the decades of quality material in HBO and other Warner Bros.

HBO Max became simply Max in 2023. Now Warner Bros. Discovery is going back to basics and reclaiming a brand long associated with high-quality programming.

Warner Bros Discovery is hitting rewind on Max's branding, bringing back the HBO name it dropped from the streaming service two years ago. The company will rebrand its streaming platform as HBO Max this summer,