Warner Bros. Discovery plans to remove the “HBO” from HBO Max for a quizzical reason

Last Updated on March 17, 2023

Warner Bros. Discovery is considering implementing a questionable tactic to boost subscriber numbers for its digital streaming service HBO Max. According to The Wrap, the studio could drop the “HBO” from HBO Max, saying “the HBO name turns off many potential subscribers.” I have to tell you. I’ve read WBD’s reason several times, and I’m still determining if I’m picking up what they’re putting down. For many people, the HBO brand is synonymous with high-end entertainment. The studio often delivers prestige experiences with massive budgets, top-tier special effects, and casting to match. Why would you want to divorce yourself from that reputation if that’s true? Am I blowing smoke? HBO is responsible for Game of Thrones, The Last of Us, The Sopranos, Six Feet Under, and other exemplary programs that force other studios to up their game. I hope you know what you’re doing if you want to sacrifice that label.

The rebrand comes from Warner Bros. Discovery wanted to rebrand and combine HBO Max with Discovery+. “Max” would be the new name of the streaming service, though reports say the phrase “BEAM” is being kicked around too. That’s an internal thing, though. I wouldn’t count on that being the new name of the service.

Why the name change, you ask? The change signals the streamer’s intent to offer more than HBO Max and Discovery content. The new version of the streamer is not HBO Max mixing with Disnecovery+, either. The hope is “Max” will be a one-stop shop for entertainment across several genres, providing subscribers countless hours of entertainment. The studio has time to decide on the name, as the plan to reveal the rebranding will happen on April 12, 2023.

Bloomberg says the streamer will continue to cost $15-$16 per month for the ad-free version and as much as $20 a month for a new tier with better video quality and high-end features. An ad-oriented version will also be available for $10 a month. The studio plans to add thousands of unscripted reality titles from Discovery at no extra cost.

What do you think about Warner Bros. Discovery dropping the “HBO” from HBO Max? Will the rebranding convince you to subscribe? Are three letters holding you back from adding another expense to your monthly subscription service bill? Feel free to let us know in the comments section.