Max has a new name. Again
Max will rebrand once more as HBO Max.
www.cnn.comHBO Max has recently been in the news mainly because Warner Bros. Discovery (WBD) has completed a re‑branding back to the original “HBO Max” name after a period when the service was simply called “Max.” This change was timed to reinforce HBO’s prestige‑brand positioning ahead of key marketing events such as the Emmy‑season rollout.[1][5][9]
Name and branding updates
- The streaming service, known as “Max” since 2023, officially reverted to “HBO Max” in mid‑2025, reintroducing the HBO name across apps and marketing.[5][1]
- WBD says the re‑branding is meant to highlight HBO’s original‑series library and differentiate the platform from other streamers like Netflix and Amazon.[9][1]
Business and content moves
- Warner Bros. Discovery has announced plans to spin off into two public companies by mid‑2026, with one focused on studios and streaming (including HBO Max) and another on global networks and Discovery‑brand outlets.[3]
- The service is also expanding into new markets, with recent launches in additional countries across Europe and Asia‑Pacific, and a push into curated branded channels (for franchises like Harry Potter and other major HBO properties).[6][7]
Programming and subscriber news
- HBO Max continues to roll out high‑profile originals and returning hits, including new seasons of shows such as Euphoria, The Pitt, Industry, and Game of Thrones‑universe spin‑offs throughout 2026.[8][10]
- Executives have indicated that prices will likely rise over time, and the platform is also pulling back some live‑news content (for example, CNN Max is being phased out), which has drawn complaints from some subscribers.[3]
If you tell me what aspect you care about most (price, shows, availability in your country, or the rebrand), I can dig deeper into that specific angle.