HBO Max rebrands to Max today

She's back, folks – and by that I mean HBO Max, which was unceremoniously stripped of its prestigious HBO branding not long ago. But fear not, subscribers won't have to endure the forgettable "Max" name any longer, as the streaming service proudly reunites with its iconic HBO counterpart. The platform marked this homecoming on July 9 with a clever press release that acknowledges the humor in this full-circle rebrand. The statement's entire content? "It's good to be Home." Short, sweet, and self-aware. To celebrate, the brand unveiled a promotional showcase featuring its deep catalog of original programming and acquired favorites. The spot closes with the same nostalgic tagline – "It's good to be Home" – while reminding viewers that subscription plans still begin at $9.99 per month. HBO Max originally launched in May 2020 before undergoing a controversial rebranding under Warner Bros. Discovery. Following the corporate merger in April 2022, the service was stripped of its HBO namesake in May 2023 and relaunched as simply "Max." This facelift proved short-lived, with the company announcing in May 2025 it would restore the original branding. Explaining this strategic pivot, WBD emphasized HBO's enduring value as a premium content brand: "Our research confirmed that HBO's legacy isn't just nostalgia – it's a competitive advantage that signifies quality programming." The company noted changing viewer preferences, stating: "Today's audiences aren't demanding more content, but rather better-curated viewing experiences." The statement continued: "While competitors focus on quantity, WBD differentiates itself through superior storytelling. For over fifty years, no brand has delivered excellence more consistently than HBO. Reintegrating this powerful brand identity will enhance subscriber expectations and service positioning." "This decision reflects WBD's commitment to data-driven adaptability – continually refining our strategy based on consumer insights to maintain market leadership."