Warner Bros. Discovery rebrands streaming service as Max, merging HBO Max and Discovery+.

Warner Bros. Discovery has renamed its streaming service from HBO Max to Max, as it seeks to broaden its appeal beyond the adult audience associated with the HBO brand. The move is part of the company's strategy to compete with Netflix and Disney in the streaming market while prioritizing financial discipline over subscriber additions. CEO David Zaslav has emphasized the importance of profitability over subscriber numbers, and the company is also keeping its Discovery+ service and planning a free ad-supported platform. The new Max service will launch on May 23 in the US and later this year in Latin America, with a global rollout in 2024.