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HBO Max Is Back as Warner Bros. Discovery Rebrands Streaming Service – Again
The media giant says the move is based on refocusing its streaming strategy on "the programming that is working best"
The media giant’s move, which was announced during its upfront presentation to advertisers on Wednesday and will take effect this summer, is based on refocusing its streaming strategy on “the programming that is working best” — including HBO, box office movies, docuseries, certain reality series and Max originals, as well as deprioritizing other genres that the company says drive less engagement or acquisition. “We will continue to focus on what makes us unique – not everything for everyone in a household, but something distinct and great for adults and families,” streaming chief JB Perrette added. In addition to Max’s international expansion, the company said it would focus on strategic distribution partnerships and driving higher penetration in existing markets with its ad-supported tier to reach that subscriber goal.
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