Max: The New Name in Family-Friendly Streaming Entertainment

Max: The New Name in Family-Friendly Streaming Entertainment

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In this article, we’ll look at the reasons behind Warner Bros. Discovery’s decision to rebrand its streaming service, focusing on its strategy to attract a wider audience, including kids and families, by dropping the HBO Max name.

Key Takeaways:

  • Warner Bros. Discovery rebrands its streaming service to Max, removing the HBO branding to appeal to a broader audience.
  • The new Max service aims to showcase kids-focused brands such as Cartoon Network, Boomerang, the Wizarding World, and Looney Tunes.
  • Max is scheduled to make its debut in the United States on May 23rd, showcasing more than 40 fresh titles and seasons of television shows each month.
  • Current HBO Max subscribers will continue paying the same price, and their profiles, settings, and watch history will transfer to the new Max service.
  • Max will be available in three different versions, with Max Ultimate offering up to four streams and 4K content.

The Decision to Drop the HBO Brand

Warner Bros. Discovery recently decided to make a significant change to their streaming service. 

They’ve opted to drop the HBO branding from their app and now call it “Max.” The reason behind this decision lies in their desire to attract a broader audience, particularly kids and families.

For years, HBO has been synonymous with edgy, groundbreaking content primarily targeting adults. 

Although the brand is loved by many, it doesn’t exactly scream “family-friendly.” 

So, the company felt it was time to make a change and create an app that was more inclusive for all age groups.

What to Expect from the New Max Service

With the introduction of Max, Warner Bros. Discovery aims to showcase its vast array of kids-focused brands, such as Cartoon Network, Boomerang, the Wizarding World, and Looney Tunes. 

This revamped subscription service will feature these popular brands alongside the adult-oriented content that the HBO brand is known for.

Rest assured, HBO isn’t disappearing. The company still values the brand and its contributions to the entertainment industry. 

As a result, HBO content will continue to be available within the Max app. The goal is to create an inclusive streaming experience that caters to both adults and younger audiences.

Pricing and Subscription Tiers

When Max launches on May 23rd, current HBO Max subscribers will find that their pricing remains the same. 

Warner Bros. Discovery has designed three different subscription plans for the new service, catering to various user preferences.

The first two plans align with the existing HBO Max pricing, ensuring that current customers won’t experience any changes in their subscription fees. 

The third tier, “Max Ultimate,” offers up to four simultaneous streams and includes 4K content. 

These subscription options give users the flexibility to choose the plan that best suits their needs and preferences.

Maintaining the HBO Legacy

Despite the rebranding, Warner Bros. Discovery intends to preserve the legacy of the HBO brand within the Max service. 

The company recognizes the importance of HBO as an iconic, trailblazing entity in the world of entertainment. 

By keeping HBO content within the app, the company aims to strike a balance between honoring the brand’s history and expanding the service to reach new audiences.

The decision to drop the HBO name has sparked some concerns and debates, but Warner Bros. Discovery is confident in their choice. 

They believe that the simplified “Max” branding will be more approachable and appealing to a wider range of users. 

Additionally, the revamped Max platform promises to be user-friendly with simplified navigation and enhanced personalization features.


The rebranding of HBO Max to simply “Max” is a strategic move by Warner Bros. Discovery to broaden their audience and cater to various age groups. 

By dropping the HBO name, the company aims to create a more inclusive and diverse streaming experience. 

Although the change may be surprising to some, it’s a step towards offering a wide range of content that appeals to every member of the household. 

The launch of Max on May 23rd is an opportunity for the company to prove that it can successfully maintain the HBO legacy while expanding its reach and relevance in the ever-evolving world of streaming services.


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Judith Harvey is a seasoned finance editor with over two decades of experience in the financial journalism industry. Her analytical skills and keen insight into market trends quickly made her a sought-after expert in financial reporting.