After two years as Max, HBO Max is once again becoming HBO Max. It joins a long line of brand reversals that demonstrate the power of established brand equity.

In what may be a first in the modern streaming wars, Max is returning to the name it had when it launched in 2020, HBO Max.

HBO Max is coming back. Yep, I checked the date and it is indeed May and not one of those dumb prank days where the world tries to trick each other. There is nothing unique about this day and the press release is official.