HBO Max Rebrands to Max Today

She's back, everyone—and by "she," I naturally mean HBO Max, which was rather unceremoniously stripped of its esteemed HBO title a while back. But worry not, because no one will have to utter the rather forgettable "Max" alone ever again. It's now proudly reunited with the iconic HBO name.

The streaming service marked the official change with a press release on July 9, and it seems well aware that some might find the return to its old name a bit amusing. The release's simple statement? "It’s good to be Home."

The company also launched a promotional video showcasing its vast library of original series, movies, and beloved acquired titles. The spot concludes with that same tagline—"It’s good to be Home"—and proudly displays the revived name, alongside a friendly reminder that plans start at $9.99, of course.

HBO Max first debuted in May 2020. Three years later, following the merger of Warner Bros. and Discovery in April 2022, the service was rebranded simply as "Max," completely dropping the iconic HBO moniker in May 2023. That change, however, was short-lived. In May 2025, the company announced it would be reverting to the original name.

Explaining this second rebrand, Warner Bros. Discovery emphasized that the HBO legacy is a powerful asset to the brand's overall identity. "This shift has also been guided by evolving viewer preferences. Today, few consumers are asking for more content, but many are demanding better content," stated WBD.

The company further added: "While other services cater to basic needs with sheer volume, WBD has distinguished itself through quality and distinctive storytelling. No brand has embodied this more consistently over 50+ years than HBO. Reintegrating the HBO brand into HBO Max will propel the service forward and highlight the unique experience subscribers can expect."

"It also demonstrates WBD's commitment to boldly refining its strategy—relying heavily on consumer data and insights—to best position itself for long-term success."