In a strategic move, the popular streaming service HBO Max has officially been rebranded as “Max” by Warner Bros. Discovery. With the new name comes an exciting fusion of the existing HBO Max library and content from Discovery+. This transition aims to showcase Max as a versatile streaming platform that offers more than just prestigious dramas such as “Succession” and “The Sopranos,” as reported by CNBC in April.
The decision to drop “HBO” from the name serves a dual purpose. Firstly, it signals the intention to protect the HBO brand from potential dilution by dissociating it from reality shows like “Dr. Pimple Popper” and “My 600-Lb. Life,” which are not synonymous with HBO’s esteemed reputation. As JB Perrette, the head of streaming at Warner Bros. Discovery, expressed last month, “HBO is not TV. HBO is HBO.” The aim is to maintain the quality and prestige associated with the HBO name.
However, the rebranding goes beyond just a change in name; it ushers in several notable enhancements. Here’s what you need to know about the transition to Max:
Pricing and Tiers: For current HBO Max subscribers, there will be no price increase. The rates remain unchanged at $9.99 for the ad-supported tier and $15.99 for commercial-free streaming.
A new tier, “Max Ultimate Ad Free,” is introduced at $19.99 per month. This premium tier offers subscribers access to an expanded collection of films and shows in 4K UHD. Additionally, it allows streaming on up to four devices simultaneously and provides the option to download 100 movies or episodes for offline viewing.
Transition Process: For many customers, switching to Max will be as simple as updating their app’s software on their streaming device. However, some users may need to download an entirely new app.
If a new Max app is required, users will receive a prompt to do so when opening HBO Max. The login information remains the same, eliminating the need to create a new account. All settings will be remembered, ensuring a seamless transition. Subscribers can pick up right where they left off in their favorite shows, such as “Barry.”
Expanded Content Library: One of the most noticeable changes after rebranding is the significantly expanded content library on the Max app. Max offers over twice the amount of content compared to its predecessor, courtesy of shows from Discovery-owned networks like TLC, HGTV, and Food Network.
In addition to popular HBO Max originals like “House of the Dragon,” “Watchmen,” and “Sex Lives of College Girls,” users can now enjoy beloved shows such as “Property Brothers,” “House Hunters,” and “Diners, Drive-Ins and Dives.”
“The One to Watch”: Warner Bros. Discovery has given Max the slogan “The one to watch.” The extensive range of content ensures that every member of the household can find exactly what they desire at any given time, as CEO David Zaslav emphasized last month.
Enhanced User Experience: Addressing the earlier glitches and user experience concerns, Warner Bros. Discovery aims to provide a much smoother streaming experience with Max. The new app boasts faster video loading times, around 20% to 30% quicker than before. Additionally, users will receive personalized recommendations based on their viewing habits, enhancing their content discovery journey.
The Max app features simplified navigation, making it easier for users to explore and discover new movies and shows. Notably, Max offers an expanded kids experience, accompanied by robust parental controls, ensuring age-appropriate content for young viewers.
With the transformation from HBO Max to Max, Warner Bros. Discovery sets out to deliver an inclusive streaming service that caters to diverse entertainment preferences. The rebranding aims to position Max as a family-friendly platform, offering an extensive content library, improved streaming experience, and enhanced personalization features. As viewers immerse themselves in the world of Max, they are sure to find entertainment that caters to their every whim.