WBD CEO David Zaslav announced the move, with the company declaring, "no consumer today is saying they want more content, but better content."

Discovery beat a resolute retreat yesterday from the controversial decision to cut “HBO” from the name of the HBO Max streaming service two years ago. They already did away with Max’s generic blue branding earlier this year (which itself was a change from its original purple),

Warner Bros. Discovery CEO David Zaslav believes "this is the strongest HBO has ever been," with a cultural grip reminiscent of NBC's "must-see TV" era.

We’re not quite there yet, but it sure feels imminent.

After an elaborate rebranding of its streaming service from HBO Max down to just Max, the service will once again be known as HBO Max starting this summer.

Max, the Warner Bros. Discovery’s premier streaming platform, will be rebranded HBO Max, leveraging the HBO content branding. The change, announced at the company’s upfront presentation at Madison Square Garden in New York, would “amplify the uniqueness that subscribers can expect from the offering”.

Warner Bros. Discovery said Wednesday that it was rebranding its streaming service as HBO Max this summer, instead of the current Max.

Max has announced that the streaming service will revert to its old name "HBO Max." Executives say they're going for quality over quantity.