HBO Max is ditching HBO and relaunching simply as Max, W*rner Bros. has announced. Discovery on Wednesday at a press conference. The service will be officially launched on May 23, 2023.
“This new brand signals an important transition from two narrower products, HBO Max and Discovery+, to our broader content and consumer offerings,” W*rner Bros. President and CEO said at a press conference. Discovery on Global Streaming and Gaming by J. B. Perrett. “While every product offers something for some people, Max will have a wide range of quality options for everyone.”
Introducing Max – someone worth looking at. #StreamOnMax https://t.co/6cfw5racnN
— W*rner Bros. Discovery (@wbd) April 12, 2023
HBO Max subscriber accounts will be upgraded to the new service in May with subscription customization options. Max will remain at $16/month (the current HBO Max subscription price without ads), but other tier options will also be available: Max Ad Lite ($9.99/month), Max Ad Free ($15.99), and Max . Ultimate Ad Free ($19.99 per month).
The Max Ultimate Ad Free option is new. Unlike the other two subscriptions, which include access to two simultaneous streams and 1080p resolution, Max Ultimate Ad Free includes access to four simultaneous streams and up to 4K UHD resolution.
Related: W*rner Bros. Boosted HBO Max Subscribers Ahead of Discovery Merger, Lawsuit Claims
Regarding the rebrand and name change, Perrette noted that she wants to expand her audience to “kids and families”.
“We all love HBO. And this brand has been built over five decades to become a cutting-edge and innovative trendsetter in adult entertainment,” she said at the event. “But it’s not exactly a place where parents will willingly leave their children.”
Max will offer the same HBO originals like White Lotus and Euphoria, as well as familiar collections like DC Universe and Harry Potter. However, the new service will also include a roster of Discovery shows, ranging from true crime and cooking programs to beloved reality shows like 90 Day Fiancé.
Before the official announcement, Yulia Alexander, director of strategy at the research company Parrot Analytics, told. New York Times that the merger would likely boost user engagement by including more variety beyond HBO series content.
“You open HBO Max once a week and you don’t have to open it until the end of the week,” Alexander told the publication. “They want you to open it two, three or four times a week. Scriptless Programming Increases Engagement.”