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With HBO Max to drop its initial name, aka HBO, the streaming giant is yet to reveal its latest plans for subscribers to enjoy. Max has vast plans to rebrand its identity. Spoiler alert – you will be seeing a lot more content from other streaming sites than you have before!
Yes, HBO Max has now been renamed as Max by Warner Bros. Discovery due to its plan to add in more streaming content from other platforms, such as Discovery+. Therefore, removing HBO from its name gives it a more inclusive and generalized identity.
On Wednesday, this decision was announced at a press conference along with other upcoming projects to be revealed soon. Max is all set to be launched in the USA on May 23rd with its plan to release, on average, 40 fresh content, including movies and TV shows, every month.
This move also allows the service to emphasize its original programming, which has been a major focus for the company in recent months. This time, Max will be available for the viewers in three different versions, where the first two coincide with the current HBO Max.
Hence, everyone who is currently under the HBO Max plan will see no difference in their pricing structure. On the other hand, the third plan, known as ‘Max Ultimate,’ further expands into four categories, each containing content in 4K screening quality.
The following categories of Max are explained as under:
- Max Ad-Lite – It costs around $9.99 per month or $99.99 per year. It includes two concurrent streams, along with 1080p HD resolution, zero offline downloads, and a 5.1 surround sound quality.
- Max Ad Free – It costs around $15.99 per month or $149.99 per year. It includes two concurrent streams, along with 1080p HD, and contains up to 30 offline downloads. It also includes 5.1 surround sound quality.
- Max Ultimate Ad Free – It contains $19.99 per month or $199.99 per year. It includes four concurrent streams, along with 4K Ultra HD resolution and 100 offline downloads. Finally, it includes Dolby Atmos sound quality for the viewers.
The act of HBO Max being renamed as Max also highlights a much bigger pattern in the streaming industry, where short and simple names have taken the lead. Streaming giants like Netflix, Disney+, Hulu, etc., all use short and catchy names that are easy to remember for their subscribers.
By picking up a similar approach, Max would be a much better competition with these platforms. HBO has also been seen to shift its focus away from traditional cable and more inclined towards streaming in recent years.
By dropping HBO from its name, it can re-establish itself as a separate entity while still gaining massive gains from the network’s reputation. This way, HBO Max (now Max) would be able to attract new subscribers who were initially reluctant to sign up for it.
Overall, the decision to rebrand and have HBO Max to be renamed as Max is a strong step for it but yet to see whether or not it will actually pay off. However, this decision highlights the quick changes in the entertainment industry as companies jockey for position in an increasingly crowded market.
As the competition gets heated, it is highly probable that we will witness further changes related to rebranding and restructuring of the platform.