What do you do when your subscription service isn't doing as well as you'd hoped? Well, if you're Warner Bros. Discovery, you change its name.
According to Bloomberg and The Wrap, "the HBO name turns off many potential subscribers", which is why the streaming platform will change its name from HBO Max to just Max.
The reasoning behind the name change isn't clear yet but it's presumed it has something to do with the upcoming merger between HBO Max and Discovery+.
Warner Bros. Discovery's streaming platform undergone several name changes in recent years, going from HBO Go to HBO Now to HBO Max and now, to Max. But, if it's any consolation, the name change comes with a handful of improvements to justify the monthly subscription cost of $20 a month, which includes better video quality, among several others.
Warner Bros. Discovery CEO, David Zaslav, believes the upcoming HBO Max and Discovery+ merger will help the streaming service compete with industry frontrunners, Disney+, Amazon Prime Video, and Netflix.