Max to rebrand to HBO Max in Australia
Australia’s newest streaming service is already planning a rebrand, as Max will soon become known as HBO Max in the region.
An Australian spokesperson from parent company Warner Bros Discovery confirmed the name change, announced at WBD’s upfront in New York overnight, will also happen in Australia.
The global rollout will take place over the Northern Hemisphere summer, which starts in June.
The service was rebranded from HBO Max to Max in 2023, in order to showcase a broader, more family-friendly offering than the HBO badge suggests.
In a press release, WBD said “returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering.
“It is also a testament to WBD’s willingness to keep boldly iterating its strategy and approach — leaning heavily on consumer data and insights — to best position itself for success.”
The streaming service launched into Australia on March 31, with a catalogue featuring programming from HBO, Warner Bros, the DC Universe, Harry Potter, Discovery, and Cartoon Network.
Warner Bros. Discovery president and CEO David Zaslav called HBO “the brand that represents the highest quality in media”, saying the rebadging was “to further accelerate that growth in the years ahead.”
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Nathan Jolly is the Features Editor at Mumbrella. He joined the team in July, 2023.
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What you mean a word that a fizzy soft drink uses to mean ‘light’ turns out not to be as good as one of the strongest brands in television ever. And this has been realised after the global roll out of the fizzy soft drink name. What a shit show.
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