Max rebrands to HBO Max in Australia today

Warner Bros Discovery’s rebranding of its Max streaming service to HBO Max will take effect from today, a local representative has confirmed to Mumbrella.

The name change was first announced at the company’s US upfront in May, as part of a strategy to highlight its premium HBO offering.

The service was rebranded from HBO Max to Max in 2023, in order to showcase a broader, more family-friendly offering than traditionally associated with HBO. It never appeared in the Australian market under that name, launching locally on March 31, as ‘Max’ – with a catalogue featuring programming from HBO, Warner Bros, the DC Universe, Harry Potter, Discovery, and Cartoon Network.