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HBO Max Is Back: WBD Rebranding Streamer This Summer
In what may be a first in the modern streaming wars, Max is returning to the name it had when it launched in 2020, HBO Max.
Executives cited recent momentum, with the service adding global markets and 22 million subscribers over the past year, and also a goal to “amplify the uniqueness” of their brand to viewers drowning in an ocean of programming. Since the close of the $43 billion WarnerMedia-Discovery merger in April 2022, the combined company has made a series of moves in streaming, which has just turned profitable but generates far lower returns than its legacy cable networks. Asked during last week’s quarterly earnings call about the state of HBO, CEO David Zaslav proclaimed it to be “the strongest it has ever been,” likening its pull on viewers to that of NBC in its “Must-See TV” prime.
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