In a significant shift to WBD’s branding strategy, Warner Bros. Discovery has announced its streaming service Max will become HBO Max in just weeks.
This announcement comes six weeks after Max launched into the Australian market on March 31, 2025.
“The powerful growth we have seen in our global streaming service is built around the quality of our programming,” WBD President and CEO David Zaslav said ahead of the company’s Upfronts in New York.
“Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”
Chairman and CEO of HBO and Max Content Casey Bloys added, “With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition.
“And it clearly states our implicit promise to deliver content that is recognized as unique and, to steal a line we always said at HBO, worth paying for.”
The initial rebranding to Max aimed to unify HBO’s prestige content with Discovery’s lifestyle programming. However, it’s understood the move faced criticism for diluting the HBO brand’s identity. It isn’t the first time HBO has rebranded.
Since its global inception, Max has undergone several strategic shifts as Warner Bros. Discovery continues to refine its streaming identity.
But what about Australia?
For Australian audiences, this rebranding will come as a big surprise.
Just six weeks ago, the company launched as Max in a multimillion-dollar campaign.
Cast from tentpole shows The White Lotus and The Last Of Us were flown to Sydney to celebrate the launch of the streaming platform which was classed as a huge success.
The launch led to the migration of HBO and Max Originals from Foxtel and Binge to the new platform.
Following news of the rebrand, Michael Brooks, General Manager for Australia and New Zealand at Warner Bros. Discovery told Mediaweek, “The rationale behind this decision is completely consistent with the campaign we have had in market.
“We believe that success in streaming will be defined by quality, not volume of content (ie. “All Killer. No Filler”), and the HBO brand has been synonymous with distinct and high-quality programming for over 50 years.
“Max is known as the home of HBO so this should be a clean shift for consumers. The global rollout will take place over the Northern Hemisphere summer.”
A social media post from Max in Australia registered surprise at the move.
A post from @streamonmaxau
Strategic considerations
Although a new logo for Max Australia has not been confirmed, the new global logo released at the Upfronts clearly positions HBO above the Max branding.
Global represenatatives from the company further explained the move in a statement noting, “This evolution has 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.
“With other services filling the more basic needs with volume, WBD has clearly distinguished itself through its quality and distinct stories, and no brand has done that better and more consistently over 50+ years than HBO.”
The statement added: “Returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering.
“It is also a testament to WBD’s willingness to keep boldly iterating its strategy and approach – leaning heavily on consumer data and insights – to best position itself for success.”