Max To Rebrand Back To HBO Max
During Warner Brothers Discovery’s Upfront presentation, it was announced that later this summer, that its streaming service, Max, is going to be rebranded back to its original name, HBO Max.
The streaming service features a wide selection of content ranging from the highest quality in scripted programming, movies, documentaries, true crime, adult animation, and live sports and news (where available). HBO Max is the destination for prestigious entertainment brands such as HBO, Warner Bros., Max Originals, DC, Harry Potter, A24 Films, as well as iconic shows like “Friends” and “The Big Bang Theory,” all in one place.
They are returning the HBO brand, as they think this will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering. The company has stated that they are making this change after they’ve been looking into consumer data and insights, that they think will best position itself for success.
According to Warner Bros., they’ve been able to turn around their streaming business, with a global rollout resulting in an additional 22 million subscribers in the past year, with a target to hit 150 million subscribers globally by the end of 2026. This has happened due to the company re-focusing the strategy on the programming that is working best like HBO, recent box-office movies, docuseries, certain reality series, and Max and local originals, and de-prioritizing other genres that drive less engagement or acquisition.
This rebranding has apparently 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. Much like Disney, Warner Bros. Discovery is trying to focus on quality over quantity, stating that other services fill the more basic needs with volume and that 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.
David Zaslav, President and CEO of Warner Bros. Discovery, said in a statement regarding the change:
“The powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”
During the WBD Upfront on stage at Madison Square Garden, JB Perrette, President and CEO of Streaming added:
“We will continue to focus on what makes us unique – not everything for everyone in a household, but something distinct and great for adults and families. It’s really not subjective, not even controversial – our programming just hits different.”
With, Casey Bloys, Chairman and CEO of HBO and Max Content, also adding:
“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.”
Last summer, Disney and Warner Brothers Discovery teamed up for a special bundle, which offered Disney+, Hulu and Max together. The premium offering brings the three popular streaming services together all through a single monthly subscription, while providing a wide selection of content from the biggest and most beloved portfolio of brands in entertainment including ABC, CNN, DC, Discovery, Disney, Food Network, FX, HBO, HGTV, Hulu, Marvel, Pixar, Searchlight, Star Wars, Warner Bros., and many more.
The bundle is priced at $16.99/month with ads and $29.99/month without ads – a savings of up to 38% compared with the price of the services purchased separately. So if you have the bundle, you notice that the Max app will be rebranded and your billing will eventually state you have a HBO Max subscription.
Roger’s Take: It takes a lot for a major company to backtrack and rebrand to HBO Max seems to fit with the company’s idea of offering a much lighter lineup of original content. It’s also highlighted that Warner Brothers hasn’t been able to combine its different brands together properly, with Discovery+ still operating, plus they are planning on launching another streaming service for its news outlet, CNN. It does seem like Warner Brothers Discovery wanted to compete with Netflix, Amazon and Disney, but has decided it’s just going to go back to how it operated before.
What do you think of rebranding it to HBO Max? Let me know on social media!
Roger Palmer
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