Only a few weeks after Warner Bros. Discovery (WBD) launched its streaming service Max in Australia, the company has confirmed plans to revert to using the HBO Max brand name. 

According to the company, returning the HBO brand to HBO Max will “further drive the service forward”. 

“With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. And it clearly states our implicit promise to deliver content that is recognised as unique and, to steal a line we always said at HBO, worth paying for,” HBO and Max content chairman and CEO Casey Bloys says. 

WBD says its streaming business has gained 22 million subscribers globally over the past year, with a goal of crossing 150 million by the end of 2026. 

It plans to do so through “investment and re-focusing” its programming strategy, and “de-prioritising” genres that drive less engagement. 

Max content bank includes HBO, Warner Bros., Max Originals, DC, Harry Potter, A24 Films, as well as hit shows such as The White Lotus, Friends and The Big Bang Theory. 

The rebranded HBO Max is expected to be rolled out in the Northern Hemisphere’s summer. 

HBO Max in Australia 

Max officially launched in the country on 31 March. Max is available via three plans: Basic With Ads, Standard and Premium. 

The Basic With Ads plan, which costs $11.99 monthly, allows subscribers to stream on two devices at once with full HD resolution. 

The Standard plan is priced at $15.99 per month and allows subscribers to stream on two devices at once with full HD resolution and up to 30 downloads for offline viewing. 

The $21.99 per month Premium plan allows subscribers to stream on four devices at once with 4K UHD and Dolby Atmos and get up to 100 downloads for offline viewing. 

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