The new name, HBO Max, was announced by CEO David Zaslav and will be adopted this summer|@StreamOnMax|X

Executives at Warner Bros. Discovery (WBD) have realized that some things are better left unchanged, like their streaming service’s name. They are rebranding Max to HBO Max, the same name it had when it launched in 2020.

Over the past five years, it has changed from HBO Max to HBO Now, then it was rebranded to HBO Go, after which it was renamed Max. Now, it’s finally back to HBO Max. Phew!

The full-circle moment was announced by CEO David Zaslav ahead of the company presentation on Wednesday. The new-ish name will be adopted this summer.

Zaslav emphasized that the name change aims to reinforce HBO’s reputation for quality content amid competition from top streaming platforms like Netflix.

WBD reported adding 5.3 million subscribers in Q1 and revenue growth of 8%.