Warner Bros. Discovery’s Max will officially rebrand to HBO Max starting tomorrow, TheWrap has learned.
The name change, which was first announced during its initial presentation to advertisers in May, is based on refocusing its streaming strategy on “the programming that is working best” – including HBO, box office movies, docuseries, certain reality series and premium originals, as well as shedding other genres that the company says require less engagement or acquisition.
WBD was also 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.”
The company previously said the changes would begin rolling out this summer, but hasn’t revealed an exact date yet. Unlike when HBO Max was initially rebranded as Max, there will be no new app download required.
The move notably prompted jokes at WBD’s expense from both inside and outside the company. Initially, HBO CEO Casey Bloys joked, “I know you’re all shocked, but the good news is I have a drawer full of stationery from the last time.”
The move comes ahead of the Emmy nominations on July 15 and as Warner Bros. Discovery prepares to split into two publicly traded companies in 2026.
The studio and streaming businesses will include Warner Bros. Television Group, Warner Bros. Motion Picture Group, DC Studios, HBO, HBO Max, Warner Bros. games, tours, retail and experiences, and studio production facilities in Burbank and Leavenworth.
Executives said the streaming service and studios would focus on continuing to scale HBO Max, which is available in 77 markets with launches in the UK, Ireland, Germany, and Italy planned for 2026, and returning the studio businesses to consistent profitability. The service currently has a total of 122.3 million subscribers worldwide.
The streaming business is expected to generate at least $1.3 billion in profit by the end of 2025 and reach at least 150 million streaming subscribers by the end of 2026, which it also plans to achieve through strategic distribution partnerships and driving greater penetration of its support tier. Meanwhile, the studio business is targeting at least $3 billion in annual profit, though a specific timeline for achieving this is unclear.
Meanwhile, global linear networks will include CNN, TNT Sports in the US, Discovery, Europe’s main free channels, Discovery+, and Bleacher Report (B/R). It will also retain a 20% stake in the studios and streaming businesses to help reduce its debt.
Executives said they will look to invest in international growth opportunities, elevate their live sports and news offerings, and grow the digital side of their brands, such as Discovery+ and CNN’s upcoming streaming offering.
