Max reverts to HBO Max: quality over quantity, says CEO Zaslav
During the upfronts in New York — the annual events where major U.S. media companies present their upcoming programming to advertising investors — Warner Bros. Discovery CEO David Zaslav stated: “Today, no consumer is asking for more content, but for better content.” With these words, he announced a decision that is sure to spark discussion: the company will once again change the name of its streaming platform Max, which will return to being called HBO Max.
The move marks a significant reversal from the strategy adopted in 2023, when the company decided to drop the HBO brand from the service’s name, aiming for a “broader” platform that could host content for all types of audiences. At the time, Zaslav argued that expanding the offering — with kids’ shows, factual programming, lifestyle content, and the vast Warner Bros. library — would help reduce subscriber churn. But two years later, data and market research appear to have convinced the company’s leadership to change course.
According to Zaslav, the platform’s growth depends not on quantity, but on the quality of its programming. In this regard, the HBO brand still represents a gold standard in the public imagination: a symbol of original series, high-end documentaries, and culturally defining content. “Restoring visibility to the HBO brand in the platform’s name,” the company explained in an official statement, “will help strengthen the perception of the service’s uniqueness and position it on a clearly recognizable level of quality.”
Casey Bloys, Chairman and CEO of HBO and Max Content, also emphasized how the renewed (and original) identity better reflects what users are actually looking for: scripted series, dramas, comedies, and the legacy Warner library. “HBO Max clearly communicates the implicit promise we make to our subscribers: content so distinctive it’s worth paying for,” Bloys stated, blending confidence with a touch of self-deprecating humor.
The new name will be officially implemented during summer 2025. In the meantime, Warner Bros. Discovery continues to position HBO not only as a mark of editorial prestige but also as a key competitive asset in an increasingly crowded streaming market.
Furthermore, the service is expected to launch in Italy in the first quarter of 2026, once existing distribution agreements come to an end.
Sources: Screen Daily, The Hollywood Reporter
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The Sinners Case: A New Financing Model for CinemaRelated Posts
During the upfronts in New York — the annual events where major U.S. media companies present their upcoming programming to advertising investors — Warner Bros. Discovery CEO David Zaslav stated: “Today, no consumer is asking for more content, but for better content.” With these words, he announced a decision that is sure to spark discussion: the company will once again change the name of its streaming platform Max, which will return to being called HBO Max.
The move marks a significant reversal from the strategy adopted in 2023, when the company decided to drop the HBO brand from the service’s name, aiming for a “broader” platform that could host content for all types of audiences. At the time, Zaslav argued that expanding the offering — with kids’ shows, factual programming, lifestyle content, and the vast Warner Bros. library — would help reduce subscriber churn. But two years later, data and market research appear to have convinced the company’s leadership to change course.
According to Zaslav, the platform’s growth depends not on quantity, but on the quality of its programming. In this regard, the HBO brand still represents a gold standard in the public imagination: a symbol of original series, high-end documentaries, and culturally defining content. “Restoring visibility to the HBO brand in the platform’s name,” the company explained in an official statement, “will help strengthen the perception of the service’s uniqueness and position it on a clearly recognizable level of quality.”
Casey Bloys, Chairman and CEO of HBO and Max Content, also emphasized how the renewed (and original) identity better reflects what users are actually looking for: scripted series, dramas, comedies, and the legacy Warner library. “HBO Max clearly communicates the implicit promise we make to our subscribers: content so distinctive it’s worth paying for,” Bloys stated, blending confidence with a touch of self-deprecating humor.
The new name will be officially implemented during summer 2025. In the meantime, Warner Bros. Discovery continues to position HBO not only as a mark of editorial prestige but also as a key competitive asset in an increasingly crowded streaming market.
Furthermore, the service is expected to launch in Italy in the first quarter of 2026, once existing distribution agreements come to an end.
Sources: Screen Daily, The Hollywood Reporter
Share:
The Sinners Case: A New Financing Model for Cinema
