Consumer Buying Behavior

By Kaitlyn Reyes

With the streaming services takeover, HBO Max has been a key player in the industry since May 2020. HBO had built an incredible reputation with the television shows it produced. Those shows, including Game of Thrones, The Sopranos, and even a Generation Z favorite, Euphoria. When people thought of HBO, they thought of the prestigious and highly celebrated programs it produced. HBO Max’s vision was to allow its consumers to stream any of their classics and newer shows at any time on any smart device. The mission was to strengthen their community by introducing their consumers to other shows and films they might also appreciate.

The Failure of HBO Max to Max

In May 2023, Warner Bros. released a statement that they would be renaming “HBO Max” to just “Max”. The rebranding included adding Discovery’s reality content alongside the original HBO Max content (Edits, 2025). Consumers were confused by the renovations to their applications and did not appreciate them. Consumers felt that the indredible reputation of HBO was instantly erased by the removal of the name in the title. The simple name “Max” was not well received by the general public. Potential new consumers were confused about what Max would offer and did not want to learn more on their own. The renaming stopped millions of subscribers from resubscribing after the revamp. HBO Max lost several million dollars and had to cut and cancel tons of their shows. Stakeholders were losing money, and potential stakeholders had disappeared. HBO Max missed the mark entirely by taking away what its consumers resonated with the most. Removing the HBO from the name removed the heart of the streaming service.

Brand Naming Strategies

HBO had established an excellent brand standing and a significant loyal following. Using HBO in the name of their new streaming service was the best approach to choosing a title. Consumers and critics knew exactly what HBO Max entailed from the name alone. They expected incredible television and films to be available on the streaming service, and that is precisely what is offered. Being able to grasp consumers and stakeholders with just a brand name will help the business financially in a significant way. This strategy will allow consumers to feel comfortable spending their money on this service over leading competitors. It will also help attract investors, as HBO has a strong 5-decade-long reputation. For a brand to build on itself, it is crucial to make it clear to the public that it is connected.

Reference

Edits, W. (2025, May 15). The $43 billion mistake: How Warner Bros.. Discovery’s HBO Max rebrand exposes late capitalism’s fatal flaw | by Wesley edits | write your world | medium. Medium. https://medium.com/write-your-world/the-43-billion-mistake-how-warner-bros-ecd94a50d253