HBO Max Reinstates Original Name

She's back, folks—and by "she," I'm clearly referring to HBO Max, which had its esteemed HBO title unceremoniously removed not long ago. But don't worry, nobody will have to utter the forgettable "Max" name on its own anymore, because it's once again coupled with the iconic HBO.

The streaming service issued a press release on July 9 to mark the change as it took effect, and it appears the company recognizes people might find the return to the old name a bit amusing. The statement in the release simply reads, "It’s good to be Home."

The brand also launched a promotional video showcasing its vast library of shows and films, including original series and acquired favorites that audiences adore. The ad closes with the same tagline—“It’s good to be Home”—and spotlights the renewed familiar name, with a note that plans start at $9.99, of course.

HBO Max initially launched in May 2020. Three years later, Warner Bros. Discovery—which had merged in April 2022—renamed the service simply "Max," completely stripping the legacy HBO brand from the title in May 2023. However, that shift lasted only two short years, as the company announced in May 2025 that it would revert to the original HBO Max name.

When revealing the second rebrand, WBD emphasized that HBO’s legacy is actually a key strength for its overall brand identity. "This change has also been shaped by evolving consumer expectations—while no customer today is asking for more content, most are saying they want better content," WBD stated.

The company added: "With other services focusing on quantity to meet basic needs, WBD has clearly set itself apart through quality and distinctive storytelling. No brand has demonstrated that more consistently over 50-plus years than HBO. Bringing the HBO brand back into HBO Max will further propel the service forward and highlight the unique experience subscribers can expect.

"It also reflects WBD's commitment to continuously refine its strategy and approach—relying heavily on consumer data and insights—to best position itself for success."