Max is set to launch in the US on May 23rd, and the company is promising an average of more than 40 new titles and TV show seasons each month. With thousands of shows and movies on offer, Max is positioning itself as the ultimate streaming destination for every member of the household.
But what does this mean for existing HBO Max customers? Fear not, the first two pricing plans will remain the same, and current customers will not see a change in their subscription price when the new service debuts. The third pricing plan, "Max Ultimate", will offer up to four concurrent streams and 4K content.
So why did the company decide to drop the "HBO" part of its name? According to JB Perrette, president, and CEO of global streaming and games for Warner Bros. Discovery, it all comes down to branding. While the HBO name is synonymous with edgy, groundbreaking entertainment for adults, it doesn't exactly scream "family-friendly". By rebranding to Max, the company can better showcase its extensive catalog of content for all ages, including some of the best-known kids' characters, animation, and brands in the industry.
All in all, this move is a bold statement from Warner Bros. Discovery as it looks to take on the likes of Netflix, Disney+, and Amazon Prime Video in the streaming wars. With its impressive lineup of content and revamped branding, Max is definitely one to watch.
