The streaming platform Max Go back to the name it had when it was launched in 2020: HBO Max. The brand change will be implemented in the middle of the year, as revealed Warner Bros. Discovery on Wednesday in its presentation prior to advertisers in New York.
Executives mentioned the recent impulse, with the incorporation of global markets and 22 million subscribers by the service during the last year, as well as the objective of “amplifying the singularity” of their brand for spectators, which are immersed in a programming ocean according to the Deadline portal.
Last month, signs of change were glimpsed, when Max’s color palette changed from blue to dark gray, the second change since its purple launch in 2020. The new logo retains the rounded letters of the original HBO.
“This evolution has also been influenced by the changing needs of consumers,” said JB Perrette, president and executive director of streaming. “Today, no consumer says they want more content, but most say you want better content.” While the statement did not admit that Max’s brand change in 2023 had been a mistake, he described it as “a testimony of WBD’s will to continue renewing its strategy and focus, based largely on the data and information of consumers.”
Perrette and Casey Bloys, president and executive director of HBO and Max Content, evaluated the progress of streaming in the last five years and explained to advertising buyers the next change.
“With the direction we are following and the strong impulse we are enjoying, we believe that HBO Max represents our current consumer’s current proposal better,” Bloys said. “And clearly establishes our implicit promise to offer content recognized as unique and, as we always said in HBO, which is worth paying for it.”
Max present and that is expected in the future
Since the closure of the Warnermedia-Discovery fusion, valued at 43 billion dollars, in April 2022, the merged company has made a series of investments in streaming, which has just become profitable, but generates a much lower profitability than that of its traditional cable chains. In 2023, the company changed the name of HBO Max to Max and incorporated the programming of Discovery+leaving the latter available independently in the US. The company has also experienced with sports and news levels in Max and has announced a subscription to CNN.
Promoted by series such as The White Lotus and The Last of UsHBO has remained a key element of Max’s appeal, especially internationally. When asked about the state of HBO during the presentation of quarterly results of last week, its executive director, David Zaslav, proclaimed him “stronger than ever”, comparing his appeal for spectators with NBC’s at its peak of the “essential television.”
The change of brand to HBO Max “will amplify the singularity that subscribers can expect from the offer,” says the press release.
Zaslav said that the growth of HBO Max, which is projected to exceed 150 million subscribers by 2026, is based on the quality of its programming.
Source: Ambito
I am an author and journalist who has worked in the entertainment industry for over a decade. I currently work as a news editor at a major news website, and my focus is on covering the latest trends in entertainment. I also write occasional pieces for other outlets, and have authored two books about the entertainment industry.
