Warner Bros. Wants to Drop ‘HBO’ From ‘HBO Max’

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Warner wants the streaming platform to simply be “Max.”

Over the course of 2022, Warner Bros. Discovery has been engaged in a whirlwind of restructuring, laying off employees, downsizing departments, and consolidating assets. All of this has been toward the ultimate goal of merging their owned streaming services, Discovery+ and HBO Max, into a single entity. According to industry insiders, the latest wrinkle of this process is a simple one: the name.

Individuals alleged familiar with the matter informed CNBC that Warner Bros. Discovery is seeking to consolidate all of its streaming assets onto a single platform, HBO Max. Since it wouldn’t be exclusively HBO content anymore, though, they are considering shortening the name of the platform to simply “Max.” The company’s lawyers are currently in the process of vetting the name, though it is one of several potential candidates according to insiders.

Whatever the ultimate name is chosen to be, Warner Discovery is looking to launch the combined platform in earnest in Spring of 2023. “At the end of the day, putting all the content together was the only way we saw to make this a viable business,” JB Perrette, president and CEO of global streaming and games at Warner Bros. Discovery, said this past summer. “Bringing HBO Max and Discovery+ together is aimed at cutting churn so “there’s something for everyone in the household,” he said.

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