Max, the Warner Bros. Discovery’s premier streaming platform, will be rebranded HBO Max, leveraging the HBO content branding.
The change, announced at the company’s upfront presentation at Madison Square Garden in New York, would “amplify the uniqueness that subscribers can expect from the offering”.
Max launched direct to consumer in Australia at the end of March, with Nine appointed the exclusive sales partner for advertising.
The streaming business, which was profitable in two years, added 22 million subscribers over the past year, with a target to more than 150 million by the end of 2026.
“The powerful growth we have seen in our global streaming service is built around the quality of our programming,” said David Zaslav, CEO of Warner Bros. Discovery.
“Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”
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