Soon, when you go to stream Succession or The Last of Us, you’ll no longer be looking for an app called HBO Max. As has been rumored, Warner Bros. Discovery (WBD) is changing the name of the streaming service to simply “Max.” The company is folding content from Discovery+ into the platform to make it more of a one-stop shop, though Discovery+ will remain as a standalone service in the US.
The big switch will take place on May 23rd — almost exactly three years after HBO Max debuted. WBD previously said it would combine the streaming services sometime this spring. WBD CEO David Zaslav suggested during a press event that, in the coming months, Max will fold in sports and other live content. The company plans to add at least 40 new titles and TV show seasons each month.
There will be three pricing tiers. An ad supported plan will cost $10 per month or $100 per year. It will allow users to stream HD video on two devices simultaneously.
The ad-free plan won’t have an immediate price hike as it will remain $16 per month (or $150 per year) for the time being. WBD of that plan for the first time back in January. That also supports HD streaming on two devices simultaneously with up to 30 offline downloads.
There will also be an “ultimate ad-free” plan that costs $20 per month or $200 per year. That’s the option you’ll need to plump for it you want to stream shows and movies in 4K. It supports 4K UHD streams on up to four devices at once with up to 100 downloads for offline viewing.
There’s some logical reasoning behind shortening the name to Max. It’s now about more than HBO and nods toward a more expansive array of shows, movies and other content that’s on offer. Executives were reportedly concerned that keeping HBO in the platform’s name could weaken that brand if consumers associate it with all the content on the platform, such as the impending influx of reality shows from Discovery+.
However, the rebranding strips away the name value of HBO and the implied level of quality that has been associated with that brand for decades. Max is a bad, soulless name with zero identity of its own.
Since WBD was formed as a result of a merger between WarnerMedia and Discovery last year, the company’s leadership has overhauled its streaming strategy in a bid to cut costs and improve the bottom line. Executives swung the ax on an array of HBO Max exclusives, reportedly in favor of tax breaks. WBD also removed several shows and many episodes of popular series from HBO Max. The company has started licensing out some of its programming to other platforms to add some extra revenue streams.
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