Warner Bros. Discovery replaced HBO Max with Max in the United States on May 23, 2023, broadening the service beyond HBO and Warner Bros. programming to include Discovery shows and other entertainment. The change was a service and app transition, not a requirement to buy a new physical product. In May 2025, the company announced plans to restore the HBO Max name, so the name and available plans depend on market and date.
Why did HBO Max become Max?
Warner Bros. Discovery said the 2023 relaunch was intended to bring a wider range of entertainment together in one streaming service. HBO Max had an HBO-centered identity; Max presented HBO alongside programming from Warner Bros. and Discovery brands. The company described a mix that included scripted series and films as well as food, home, reality, lifestyle, documentary, and kids programming.
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At the April 2023 unveiling, WBD framed the service around HBO Originals, Warner Bros. films, DC, Harry Potter, and Discovery programming from brands including HGTV, Food Network, TLC, and ID. The point was not that HBO content disappeared, but that the service’s proposition expanded beyond HBO and its associated film and series library. See WBD’s May 2023 launch announcement and its April 2023 unveiling.
What happened to existing HBO Max subscribers?
WBD said existing HBO Max subscribers would have access to Max at the same price as their HBO Max subscription and keep their current plan features for at least six months. That was a transition promise at launch, not a guarantee that every legacy plan or price would remain unchanged indefinitely.
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The company said a large portion of subscribers would have their apps updated automatically to Max beginning May 23, 2023. In practical terms, the change involved migrating the streaming service, app, and account experience. It was not a requirement to purchase new hardware or a physical product. The exact steps a customer needed to take could depend on their device, provider, and subscription arrangement; the launch materials do not establish one universal account procedure.
What did Max add, and what changed about plans?
At launch, Max offered three pricing options. WBD also positioned its Ultimate ad-free tier as the plan for an expanded 4K catalog. These launch announcements explain the broad plan structure and 4K positioning, but they are not a current, universal comparison of prices or features.
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- No returns and no refunds on gift cards.
- Catalog: The broader proposition brought Discovery-brand programming—including food, home, reality, lifestyle, and documentary titles—alongside HBO, Warner Bros., DC, Harry Potter, and kids programming.
- Plan choice: The 2023 launch had three pricing options. Plan names, prices, advertising rules, simultaneous streams, downloads, and sports availability can change and may differ by country.
- 4K: WBD announced an expanded roster of 4K programming for the Ultimate ad-free tier. That is a launch-era description, not proof that every title is available in 4K or that the same plan configuration applies in every market today. See WBD’s 4K announcement.
For the current price, plan name, and picture-quality eligibility in your country, check the service’s local plans and help information. A 2023 launch release cannot establish current terms.
Where and when did Max roll out?
Max launched in the United States on May 23, 2023. WBD described Latin America and the Caribbean as the next region, followed by selected markets in Europe and Asia during 2024. European launches began May 21, 2024. WBD said that rollout stage covered 25 European countries and brought availability to 65 countries and territories worldwide at that point; these figures describe the company’s 2024 rollout, not the service’s current reach. See WBD’s European rollout announcement and its 2023 Max fact sheet.
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Is Max still called Max?
Not necessarily. The Associated Press reported on May 14, 2025, that Warner Bros. Discovery had announced plans to change the name back from Max to HBO Max. The report quoted CEO David Zaslav saying the company was “bringing back HBO” to emphasize the programming quality it saw as central to the service’s growth. A planned branding change does not by itself establish the exact date or rollout status in every country, so check the app and local service information for your market.
The short history is: HBO Max was relaunched as Max in the United States in 2023; the service expanded internationally; and WBD announced in 2025 that it planned to restore the HBO Max name. The brand, catalog, and plan details a viewer encounters depend on when and where they subscribe.
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