Max has announced that the streaming service will revert to its old name "HBO Max." Executives say they're going for quality over quantity.

In what may be a first in the modern streaming wars, Max is returning to the name it had when it launched in 2020, HBO Max. The rebrand will take place this summer, Warner Bros. Discovery revealed Wednesday at its upfront presentation to advertisers in New York.

Max is ditching the “Max” name and going back to HBO Max this summer—less than two years after switching it up. This will be the second time the service has changed its name in just three years—first launched as HBO Max in 2020, replacing HBO Now and separate from HBO Go. The company is focusing on high-quality TV over a massive library.

Netflix is welcoming “Sesame Street” to its block after HBO parent company Warner Bros. Discovery opted not to re-up its deal for new episodes, citing a shift in corporate priorities during a period of harsh cost-cutting.

Based on George R. R. Martin’s The Hedge Knight novella, the new show follows the adventures of Ser Duncan the Tall (Peter Claffey) and s squire Egg (Dexter Sol Ansell) as they travel the fictional land in the time between Game of Thrones and House of the Dragon.

Two years after HBO's streaming service dropped the most recognizable part of its name, Warner Bros. Discovery has announced it's going back to the old moniker.

The rebranding follows a broader strategic realignment at WBD, which the company says has helped reverse streaming losses by nearly $3 billion over two years and add 22 million subscribers globally in the past year.

Strategic shift leverages HBO’s prestige to boost brand recognition and reconnect with premium content loyalists across global markets

Warner Bros. Discovery has announced that Max, the company’s streaming platform, will be rebranded as HBO Max this summer.

Warner Bros. Discovery unveiled that it would rebrand its streaming platform to HBO Max. According to a statement seen by MARKETING-INTERACTIVE, returning the HBO brand into HBO Max will "further drive the service forward and amplify the uniqueness that subscribers can expect from the offering.

Warner Bros. Discovery is rebranding its streaming platform from Max back to HBO Max this summer, signaling a renewed focus on high-quality, prestige content and leveraging HBO’s globally recognized brand strength.

The Studio is just the latest example of Apple TV+ opting for quality over quantity, and I think its premium output makes it the best-value service overall – despite there being cheaper options.