HBO Max is Back: Warner Bros. Discovery Rebrands Streaming Service

After a two-year experiment, Warner Bros. Discovery is bringing back the HBO Max name for its streaming service. The rebranding signals a shift away from a broad, Netflix-style approach to a focus on HBO's high-quality programming. This move acknowledges the value of the HBO brand and aims to attract a more discerning audience, boosting subscriber numbers towards a target of 150 million by 2026. The company highlights improved profitability and subscriber growth as justification for the change.