NEW YORK – May 18, 2024 –
In a strategic move, Warner Bros. Discovery is returning the HBO Max moniker to its streaming service.The declaration, made in New York, reveals the plans for HBO’s renewed focus on premium content. Why is this happening? Executives hope the return of the HBO Max brand will attract more viewers. For more on this story, read on.
hbo Max Returns: Warner bros. Discovery Bets on Prestige in Streaming War
warner Bros. Discovery (wbd) is doubling down on prestige,announcing the return of the hbo Max name for its primary streaming service,effective this summer. this reverses the “Max” rebranding that followed the 2022 merger between warnerMedia and Discovery. The announcement, made during wbd’s upfront presentation in new york, signals a renewed commitment to hbo’s legacy as a hallmark of premium content.
financial Turnaround Fuels the Decision
this strategic shift comes amid a significant financial recovery for wbd’s streaming division. The company has slashed losses by nearly $3 billion over two years while adding 22 million subscribers worldwide in the past year.wbd now aims to surpass 150 million subscribers by the end of 2026,driven by strategic content investments and a more curated programming approach.
quality over Quantity: A New Streaming Strategy
the days of the streaming “arms race,” where platforms competed solely on volume, are fading. under ceo david zaslav, wbd is prioritizing content that drives engagement, such as award-winning hbo dramas, recent box office hits, documentaries, and select reality franchises. this shift reflects a broader trend: viewers are gravitating toward distinctive narratives over saturated catalogs.
hbo has represented exceptional narratives for half a century. to reaffirm that connection will sharpen our competitive advantage.
david zaslav, ceo, warner Bros. Discovery
the rebranding, zaslav argues, aligns the platform’s identity with its core appeal: a destination for must-see content, from the last of us
to house of the dragon.
a Name That “Means Something”
the 2023 name change to “Max” was intended to broaden the service’s appeal beyond the hbo niche, incorporating discovery+ and family-kind content. however, executives now acknowledge the unparalleled value of the hbo brand.
people don’t want more content, they want different content, better content.
jb perrette, director of streaming, warner Bros. Discovery
casey bloys, head of content for hbo and Max, added that the growth achieved in their global streaming service is rooted in the quality of its programming. today we recover hbo, the brand that represents the highest quality in media. we believe that hbo Max represents our current proposal to the consumer,
he said.
did you know?
hbo originally stood for “home box office” and launched in 1972 as a regional pay television service in wilkes-barre, pennsylvania.
it’s not just a name change. it is indeed a renewed commitment to what made us indispensable.
david zaslav, ceo, warner Bros. Discovery
for subscribers, the message is clear: wbd’s crown jewel is once again taking center stage.
pro tip
to maximize your streaming experience, ensure you have a stable internet connection and consider investing in a high-quality streaming device.
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