HBO Max rebrand: Warner Brothers Discovery brings back HBO name for streaming service

HBO Max rebrand aims to boost uniqueness and subscriber growth for Warner Brothers Discovery's streaming platform.

(CNN)- Warner Brothers Discovery’s popular streaming service is set to undergo a significant transformation, as the company reintroduces the HBO Max rebrand. The service will return to the familiar HBO name, aiming to enhance its identity and attract more subscribers.

Return to HBO brand aims to boost uniqueness

During a presentation in New York on Wednesday, company officials explained that bringing back the iconic HBO brand would make the streaming service more distinct in a competitive market. HBO Max will continue offering a variety of content, including movies, scripted shows, documentaries, and true crime series, appealing to a broad audience.

Subscriber growth and financial turnaround

Warner Brothers Discovery reported a significant increase in its streaming business, adding 22 million subscribers over the past year. Additionally, the company has seen a remarkable turnaround in profitability, with nearly $3 billion in growth over a span of two years.

The company expects to surpass 150 million subscribers by the end of next year. The HBO Max rebrand is slated for this summer, marking a new chapter for Warner Brothers Discovery’s streaming service.

CNN and HBO share the same parent company, Warner Bros. Discovery.