Warner Bros. Discovery drops HBO name from ‘Max’ streaming service

In short: HBO Max will get a fresh coat of paint and a new name as part of a push to better compete in the crowded streaming space. Warner Bros. Discovery has announced that starting May 23, HBO Max will be known simply as Max.

The new offering will combine HBO Originals, Warner Bros. films, Max Originals, and content from Harry Potter and the DC Universe with material from Discovery+ in a bid to climb the streaming ladder and offer viewers great value.

Max will be offered in three levels. Max Ad-Lite will cost $9.99 per month (or $99.99 per year) and will offer two simultaneous streams, 1080p resolution and 5.1 surround sound quality. For $15.99 per month (or $149.99 per year) you can upgrade to Max Ad Free which includes everything in the Lite package (minus ads) plus 30 offline downloads. Max Ultimate Ad Free, meanwhile, will cost you $19.99 per month (or $199.99 for a full year) and allows up to four simultaneous streams, up to 4K resolution, 100 offline downloads, and a Dolby Atmos sound quality.

The new plans align with HBO Max’s existing ad-free and ad-free tiers, and current subscribers will have access to the features of the existing plan for at least six months after the change. Moreover, profiles, watch history, settings and others will be automatically transferred to Max.

Discovery of Warner Bros. promises the new service will average over 40 new titles and seasons each month. It will also have more customization features than HBO Max and a seamless user experience, we’re told.

Why the change, you ask? JB Perrette, President and CEO of Global Streaming and Games for Warner Bros. Discovery, said Variety that HBO is a brand that has been built for more than five decades to deliver cutting-edge, groundbreaking adult content. “But that’s not exactly where parents would most willingly drop off their kids,” Perrette added.

As such, the new Max will be more family friendly and will even have a default profile option for kids as well as parental controls. The HBO content will still be there, it’s just not being advertised as heavily. Is it a mistake ?

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