Warner Bros. Discovery on Wednesday reinstated the HBO Max name for its flagship streaming service, reversing the much-criticised 2023 decision to drop the premium HBO label in favour of the broader “Max.” The rebrand went live across websites and mobile platforms early 9 July, with max.com automatically redirecting to hbomax.com. Subscribers do not need to download a new app; existing installations simply updated their logos and splash screens. The streamlined switch contrasts with the 2023 rollout, which forced users to install a separate Max application. WBD executives said the move reflects research showing viewers value the HBO brand’s association with high-end dramas over the wider but less distinctive Max catalogue. “With other services filling basic needs with volume, WBD distinguishes itself through quality,” the company said when it announced the reversal at its May upfronts. HBO chief Casey Bloys quipped that he still had “a drawer full of stationery” bearing the old name. The about-face underscores the challenges facing the debt-laden media group as it tries to stand out in a crowded streaming market. Max added 5.3 million subscribers last year, trailing rivals Netflix and Amazon. WBD is preparing to launch HBO Max in 12 additional international territories this month and to split its streaming-and-studio assets from its linear-network business in 2026. Brand housekeeping continues on social media: the service’s main account on X, formerly Twitter, said the platform has yet to allow it to change its handle back to @hbomax.