HBO Max has been rebranded as Max by Warner Bros. Discovery. The reason behind this is 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. The new name is meant to reflect that change and signal that the service is more than just HBO content.
The rebranding is also part of a larger strategy by Warner Bros. Discovery to overhaul their streaming strategy. The company has finally dropped the HBO from streaming service HBO Max and now it's just Max. The new name is meant to reflect that change and signal that the service is more than just HBO content.
