HBO Max makes a surprise comeback

Warner Bros. Discovery has abruptly rebranded its streaming service by discontinuing "Max" and resuming "HBO Max," signaling a pivot back to HBO's branding amid constant changes. execs emphasize increased profits and subscriber growth through this focus on HBO's signature quality programming, but critics note the frequent rebranding creates confusion in an already crowded market. The move follows years of shifting strategies that have left consumers and execs uncertain about HBO Max's long-term direction, urging the company to establish a more stable brand identity for its platform.