Max Rebrands Back to HBO Max Starting Tomorrow

HBO Max is officially coming back, and the change is happening starting July 9. Warner Bros. Discovery is bringing back the old name for its streaming service, just a year after switching it to Max. The company first made the announcement during its upfront presentation in May, and now the rebrand is finally rolling out.

Casey Bloys, the head of HBO, joked onstage at the event saying, “I know you’re all shocked, but the good news is I have a drawer full of stationery from the last time around.” HBO Max was the original name when the platform launched in 2020, and now, after a short time as simply Max, it’s returning to that identity.

This isn’t just about the name—it’s also about a new approach. Instead of trying to flood the service with content like Netflix or other big streamers, Warner Bros. Discovery is leaning into HBO’s reputation for high-quality programming.

The company released a statement explaining the reasoning behind the move. “This evolution has 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,” the statement said. It also added, “With other services filling the more basic needs with volume, WBD has clearly distinguished itself through its quality and distinct stories, and no brand has done that better and more consistently over 50-plus years than HBO.”

When the change goes live on Wednesday, users won’t have to do anything. The app will simply update to the HBO Max name and logo. Unlike the shift to Max in 2023, there won’t be any need to download a new app or change login details. The look will be updated, though—expect a clean black and white HBO Max logo.

Right now, the platform is having a pretty quiet month. The movie Sinners recently debuted, and there’s a Billy Joel special titled And So It Goes arriving on July 18. Content for Shark Week is also planned for later in the month. But with Emmy voting starting soon, it’s a smart time to bring the HBO brand back to the spotlight. Shows like The White Lotus are expected to be big contenders this awards season.

The rebrand is happening alongside a major shake-up at Warner Bros. Discovery. The company is preparing to split into two separate businesses next year. HBO Max will become part of a new group that includes Warner Bros.’ film and TV studios, which will be led by CEO David Zaslav. The other half, including cable TV networks, will be part of a different company under Gunnar Weidenfels.

And this isn’t just a local change. HBO Max is also launching in 12 more countries this month, taking the brand global once again.

So, starting tomorrow, it’s goodbye Max, and hello again, HBO Max.

Have something to add? Let us know in the comments below!