HBO Max Rebrands as Max Today

She's back – and by "she," we're talking about HBO Max, which lost its prestigious HBO branding not too long ago. But worry not, the forgettable "Max" moniker is history, as the iconic HBO name makes its triumphant return.

To celebrate the rebranding effective July 9, the streaming service issued a press release with a playful nod to the situation. Their statement simply reads: "It's good to be Home."

Alongside the announcement, HBO Max launched a promotional showcase of its extensive library – from original productions to beloved licensed content. The ad concludes with the same heartfelt message: "It's good to be Home," while highlighting the revived branding and reminding viewers subscriptions start at $9.99.

The platform initially debuted as HBO Max in May 2020. Following the Warner Bros. Discovery merger in April 2022, the service was renamed to just "Max" in May 2023. This simplified branding lasted merely two years before the company announced in May 2025 it would revert to its original title.

Warner Bros. Discovery explained that HBO's legacy remains a valuable brand asset. "Consumer preferences have shifted – while content quantity was once paramount, quality now takes precedence," the company stated. "HBO has consistently delivered premium content for over 50 years, making its reinstatement the right move for our service's future."

The statement continued: "As competitors focus on sheer volume, WBD stands apart through exceptional storytelling. Reintegrating the HBO name reinforces our commitment to distinctive, high-caliber content that subscribers have come to expect."

"This strategic shift demonstrates our continuous evolution based on consumer insights, ensuring we remain at the forefront of the streaming landscape."