Warner Bros. Discovery’s streaming platform Max changed its name back to HBO Max on July 9. Although the news had been announced on May 14, 2025, the simultaneous implementation of the rebranding worldwide was unexpected, given that previous changes of this kind had been effected in the United States first and in other regions of the planet later.

The new rebranding results from Warner’s decision to change its streaming strategy to lean towards the premium content offered by its HBO brand. In line with its new tactic, the company will also pull back in some areas such as kids and family content. The change was implemented automatically and it was not necessary for users to download the app again to keep accessing the service.

WBD’s platform has undergone several changes in its name and visual identity throughout its history. It launched as HBO Max in 2020 (2021 in Latin America) and was rebranded to Max in 2023 (2024 in Latin America). It is worth mentioning that Warner had a previous OTT, called HBO Go, which was discontinued when the company decided to support HBO Max. There was another visible change in March 2025, when the audiovisual giant overhauled Max’s image by shifting its color pallette from bright blue to black and white, the classic colors identifying premium Pay TV HBO brand, in anticipation of the return of HBO Max.

“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,” explained HBO chief Casey Bloys.

More changes are to come for WBD, with the company to be split into two new companies. One of them will dedicate to streaming and content production, whereas the other will focus on traditional TV. HBO Max will be part of the former.