She's back, everyone — and by "she," we naturally mean HBO Max, who was rather unceremoniously stripped of its prestigious HBO title not long ago. But rest assured, the forgettable "Max" name will no longer stand alone, as it is once again paired with the unforgettable HBO brand.
The streaming service marked the official change with a press release on July 9, acknowledging with a touch of humor that audiences might find the return to its former name amusing. The release's simple statement: "It’s good to be Home."
The brand also launched a promotional video showcasing its vast library of original series, acquired hit movies, and beloved shows. The spot concludes with the same tagline — "It’s good to be Home" — and features the revived name, along with a reminder that subscription plans start at $9.99 per month.
HBO Max first debuted in May 2020. Three years later, following the merger of Warner Bros. Discovery in April 2022, the service was rebranded simply as "Max," completely dropping the HBO name in May 2023. That change proved short-lived, as the company announced in May 2025 its decision to revert to the original name.
When revealing this second rebrand, Warner Bros. Discovery emphasized that HBO's legacy is a key asset to the overall brand identity. "This shift is also guided by evolving viewer preferences. Today, few consumers are asking for more content, but many are seeking better content," stated WBD.
The company further explained: "While other services compete on volume, Warner Bros. Discovery has clearly differentiated itself through quality and distinctive storytelling. Over more than 50 years, no brand has embodied this better or more consistently than HBO. Reintegrating the HBO name into HBO Max will strengthen the service and amplify the unique experience subscribers can expect.
"This move also demonstrates our commitment to strategically adapting our approach — guided heavily by consumer data and insights — to ensure our continued success."
