Warner Bros. Discovery has decided to rebrand HBO Max as Max, and there are specific reasons behind this change.
The company has been working on the development of Max since before the merger of WarnerMedia and Discovery in March 2022.
Is HBO Max becoming Max?
The rebranding aims to highlight the extensive range of content available on the platform. JB Perrette, Warner Bros. Discovery’s head of streaming, explained that Max offers something for everyone in the household, not just adults.
By removing the “HBO” from the name, it becomes clear that Max caters to a wider audience and is not limited to adult-oriented content.
Preserving the Prestige of HBO
The rebranding also seeks to protect and preserve the prestigious reputation of HBO. HBO has a rich history of groundbreaking entertainment for adults, and this new streaming platform will allow HBO to maintain its distinct identity while incorporating a broader content proposition.
The Content on Max
Max will bring together all the content available on HBO Max, including Max Originals, TV series, and movies from HBO, Warner Bros., DC Universe, Cartoon Network, Looney Tunes, Adult Swim, and the Turner library.
Additionally, it will feature content from the Discovery family, such as Discovery Channel, TLC, HGTV, Food Network, ID, and Magnolia Network.
Access to Max for Current HBO Max Subscribers
Existing HBO Max subscribers will automatically gain access to the new Max platform. The app will either update to Max or prompt users to download the new app after the changeover.
Cable and satellite TV subscribers who have HBO will likely receive access to Max at no additional cost. A list of providers offering Max will be provided soon.
Pricing and Subscription Plans
Max will retain the two subscription plans currently offered by HBO Max. The ad-supported plan will cost $9.99 per month or $99.99 per year, allowing streaming on two devices simultaneously in high-definition.
The ad-free plan will be available for $15.99 per month or $149.99 per year, offering the same streaming capabilities along with up to 30 offline downloads. In addition, there will be an Ultimate Ad-Free plan for $19.99 per month or $199.99 per year, which allows streaming in 4K on up to four devices and provides up to 100 offline downloads.
Existing HBO Max subscribers will retain their current plan features for at least six months.
Status of Discovery+
Discovery+ will continue to exist as a separate streaming service. Unlike HBO Max subscribers, Discovery+ subscribers will not receive free access to Max. Warner Bros.
Discovery initially planned to shut down Discovery+ after the launch of the combined platform but later decided to keep it operational, considering the satisfaction and profitability of its subscribers.
Many Discovery+ users may choose to upgrade to the more extensive offering of Max.
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