Warner Bros Discovery Confirms Rebrand Of HBO Max To Max

deadline.com:

Warner Bros Discovery has confirmed its long-expected plan to jettison the “HBO” from HBO Max, announcing that its rebranded streaming service will be called Max.

The new offering, which combines programming from HBO Max and Discovery, is expected to go live in the coming weeks. The company made the announcement during a press event at Stage 14 on its Burbank lot. “From the biggest superheroes to real life champions; from culture-shaping dramas to taste-shaping entertainment; from fantastical realms to the realest of worlds, Max will offer an unrivaled range of choice,” said JB Perrette, President & CEO, Global Streaming & Games, Warner Bros Discovery. “This new brand signals an important change from two narrower products, HBO Max and Discovery+, to our broader content offering and consumer proposition.

While each product offered something for some people, Max will have a broad array of quality choices for everybody.” After signaling for months that two streaming products would combine into one, WBD backtracked earlier this year and said it would continue to provide Discovery+ as a stand-alone streamer.

That decision came after research indicated resistance among some diehard fans of the unscripted fare on Discovery+ to have to spend considerably more for an upgraded subscription.