Warner Bros. Discovery is set to rebrand its streaming platform, reverting to its original name from when it first launched in 2020.
The service currently known as “Max” will be renamed “HBO Max.” This change marks a significant shift in the company’s marketing strategy, as shared in a presentation to advertisers this week.
The company described this move in a press release, emphasizing a clear focus on consumer data and insights, reiterating its existing strategies, and positioning itself for future success.
As a media giant with holdings like CNN, DC Comics, and Turner Sports, WBD aims to expand its streaming service, having gained 22 million subscribers worldwide over the past year.
Similar to other major media players, WBD has been concentrating on consumer content and enhancing its digital offerings, incurring substantial costs related to traditional broadcast assets amid market challenges.
This week, it was revealed that the first iteration of Salvo Intriefed News will soon close following its launch, with plans to relaunch its streaming news service through CNN this fall.
CEO David Zaslav remarked on Wednesday, “The strong growth we witnessed in our global streaming services is largely due to programming quality. Today, we are reinstating HBO, a brand synonymous with the highest standards in media, which should further boost our growth over the next few years.”
