Warner Bros. Discovery explains why it’s dropping the HBO Max name

An illustration of the HBO Max logo with “HBO” scribbled out.
The official logo doesn’t actually look like this. | Illustration: The Verge

Warner Bros. Discovery’s revamped subscription service is just called “Max,” and the company explained why it dropped the HBO branding at a press event on Wednesday. A key reason was to help Warner Bros. Discovery broaden the appeal of the app so that it’s not mostly targeted at content for adults.

“We want [Max] to be welcoming to all and easily recognizable, including to a key customer segment, kids and families,” JB Perrette, president and CEO of Warner Bros. Discovery’s global streaming and games, said at the event. “We all love HBO. And it’s a brand that has been built over five decades to be the edgy, groundbreaking trendsetter in entertainment for adults. But it’s not exactly where parents would most eagerly drop off their kids.”

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