Warner Bros. Discovery is rebranding its streaming service as HBO Max after dropping the iconic cable brand from its name in 2022, signaling a shift towards building long-term brand recognition and loyalty.
The Shift in Warner Bros. Discovery’s Streaming Strategy
The confusion is over. Warner Bros. Discovery announced this week that it would be rechristening its streaming service, Max, as HBO Max again after dropping the iconic cable brand from its name in 2022. This shift signals larger changes in WBD’s streaming strategy as the business matures beyond its growth-and-volume-at-all-costs era.
HBO, officially known as Home Box Office, is an American premium cable and satellite television network.
It was founded in 1965 by Charles Dolan and launched on November 8, 1972.
Initially, it focused on broadcasting boxing matches and other sports events.
In the 1980s, HBO began to shift its focus towards entertainment programming, including original series and films.
Today, HBO is a leading provider of high-quality content, producing hit shows like 'Game of Thrones' and 'Chernobyl'.
What Went Wrong with the Original Plan
In 2022, HBO was dropped from the streamer’s name in hopes of branding a general entertainment service that could compete with Netflix. The move may have made sense when it was believed that the lean-back Discovery portfolio and lean-forward WBD library would boast more synergy. However, now that we know that isn’t the case (Max’s global subscriber numbers hover around 122 million, while Netflix has more than 300 million members), returning to a beloved brand intertwined with blockbuster-level quality makes sense regardless of how messy the transitions have been.
Warner Bros. Discovery is a multinational mass media and entertainment conglomerate formed in 2022 through the merger of WarnerMedia and Discovery, Inc.
The company operates across various sectors, including film and television production, cable television networks, digital media, and publishing.
With a vast library of content, 'Warner Bros.' Discovery owns iconic brands like HBO, Warner Bros., and CNN.
It has operations in over 200 countries and territories, making it one of the largest media companies globally.
HBO Max is a relatively new American subscription-based streaming service that offers an extensive library of content, including popular TV shows and movies.
It was launched in May 2020 as a joint venture between WarnerMedia and Discovery, Inc.
The platform provides access to over 10,000 hours of premium content, including exclusive HBO content, as well as a vast collection of films from major studios like 'Warner Bros., Universal Pictures, and more.'
With its user-friendly interface and affordable pricing, HBO Max has quickly become a popular choice for entertainment enthusiasts worldwide.
The Importance of Brand Recognition
By reinforcing HBO’s name in its streaming service globally, WBD is signaling that it wants to build long-term brand recognition based on a premium storytelling identity. This approach recognizes that a strong brand can drive loyalty and attract new subscribers. As Lyric Mandell, Director of Media and Public Relations at Moxy Company, noted: ‘By reinforcing HBO’s name in its streaming service globally, WBD is signaling that it wants to build long-term brand recognition based on a premium storytelling identity.’
Challenges Ahead
The return of HBO is not without its challenges. The premium cable network has always been a niche but beloved brand in America. However, outside of the U.S., the company spent decades licensing its content to local partners. This creates a precarious give-and-take.
Navigating Overseas Markets
HBO is highly popular in America, but overseas, it’s not very popular. The company’s decision to revive HBO Max must consider this disparity. Overseas, HBO would likely be overshadowed by local streaming giants or even Netflix. As Rafikuzzaman Khan, COO at digital marketing agency Microters Germany, noted: ‘HBO is highly popular in America, but overseas, it’s not very popular.’
A New Approach to Streaming Success
For WBD to fully leverage its latest rebrand, it must continue understanding its strengths and weaknesses while delivering a steady flow of high-quality programming worthy of the HBO brand. Reviving the HBO name alone is not enough to reignite subscriber growth ad infinitum. Instead, cross-company cooperation is more important than ever.
The Power of Bundling
WBD’s decision to team up with Disney to offer a streaming bundle that includes Disney+, Hulu, and Max has been a resounding success. Roughly 80 percent of new subscribers who signed up between July 2024 and September 2024 were still subscribed three months later, per Antenna data. This demonstrates the effectiveness of bundling in helping sub-scale players compete, as long as the content libraries are complementary, not overlapping.
A Shift Towards Brand Humility
The move to revive HBO Max reveals a sobering shift in the streaming landscape. Volume alone doesn’t build loyalty. Brands must mean something. WBD’s decision is an act of brand humility and cultural listening—a rare willingness to say: we misread the moment. As Ala Ho, founder of brand agency andhuman, noted: ‘This move reveals a sobering shift in the streaming landscape.’
