HBO Max has undergone significant changes due to the merger between Warner Bros. and Discovery Inc. The merged HBO Max and Discovery+ streaming service will be called "Max". Executives fear that "HBO" could turn away certain potential subscribers. The merged service will launch in spring 2023. The pricing for the new service will be $10 for an ad-supported tier and $16 for no ads, while also adding a third tier at $20 with higher video quality and other features.
According to Variety, there are two basic reasons Warner Bros. Discovery chose to excise HBO from the HBO Max with the relaunch: To signal a broader programming mix: HBO Max was positioned as the successor to HBO, but from the beginning included more than just what was on HBO proper. To avoid confusion with HBO’s linear channels: With the launch of Max, Warner Bros. Discovery is looking to create a more distinct brand identity for its streaming service.
