Just a year after the merger of WarnerMedia and Discovery, Warner Bros. Discovery chief executive David Zaslav unveiled the culmination of a plan he’s been signaling for two years: merging HBO’s premium content with Discovery’s popular reality shows and documentaries into a single, powerful streaming app.
Rumors point to the service being named Max. The omission of the HBO label signals a strategic shift away from prestige branding toward broad, mass appeal. By late 2022, HBO, HBO Max, and Discovery+ together boasted 96.1 million global users. With Max, Discovery+ remains available as a standalone app, and the company aims to reach 130 million subscribers by 2025, narrowing the gap to Netflix and aligning closer to the scale of Disney’s streaming ecosystem (Disney+, ESPN+, and Hulu) in aggregate reach.
During a highly celebratory presentation, Zaslav framed the year as one of restructuring, carefully avoiding discussion of thousands of layoffs or controversial moves such as shelving finished films like Batgirl or withdrawing flagship titles. HBO Max’s legacy strategy, including titles like Westworld, remains a reference point in the broader strategy, including tax incentives considerations.
unique and comfortable
Max’s motto centers on must-watch content, designed to be accessible to every member of the family and usable at almost any time of day. It will sit beside the most ambitious HBO productions and Discovery’s comfort programming, such as The House of Dream and 90 Days to Wed, among others. Zaslav described Max as a must-watch service, arguing that HBO Max’s distinctive storytelling drives new subscribers while Discovery+’s comforting series helps keep them engaged.
Content strategy for younger audiences was also emphasized. Warner Bros. Discovery Global Streaming & Interactive president J.B. Perrette stressed a renewed focus on curating children’s content that was perceived as uneven during the HBO Max era. The plan is to push that area again, with new or revived titles such as a reboot of Tiny Toons and an animated adaptation inspired by Bono’s artwork for Peter and the Wolf, aiming to broaden the brand’s educational and family appeal.
And where is HBO in all this?
HBO is portrayed as a core, possibly the most essential, component within the new brand architecture. The interface preview suggests a weighted emphasis on HBO content, with easy navigation designed to keep users within that ecosystem. On the surface, the outlook appears bright, featuring new projects such as True Detective: Land of the Night with Jodie Foster, and ambitious writing and directing choices from figures like Will Tracy and Park Chan-wook, aiming to bring fresh prestige to the platform while honoring its roots.
Near the close of the presentation, HBO president Casey Bloys announced two long-anticipated projects linked to familiar IP. A second Game of Thrones spin-off titled Knight of the Seven Kingdoms: The Wandering Knight will explore the tales of Ser Duncan the Tall and his young squire Egg, paving the way for future plotlines. In another vein, a serialization of the Harry Potter universe was teased, continuing the adaptation momentum around JK Rowling’s world. Earlier announcements also teased a Warren File spinoff and a Penguin project tied to Batman lore.
Fans in Spain will need to wait a bit longer to access Max. The service is slated to launch in the Americas on May 23, with a European rollout anticipated in early 2024. At the time of writing, exact price points for the Spanish market had not been disclosed and may vary by region or bundle configuration.
Ultimately, Warner Bros. Discovery’s strategy with Max is to consolidate premium storytelling with widely appealing shows under one umbrella, while retaining core HBO branding as a marker of quality. The transition reflects a broader industry trend toward consolidated platforms that offer both high-end prestige and approachable, evergreen comfort programming, all aimed at maximizing subscriber growth and retention across North America and beyond. As analysts await the full rollout details, observers expect the service to emphasize cross-brand content, a streamlined user experience, and a curated preview experience that highlights marquee HBO titles alongside beloved Discovery reality and documentary franchises. This approach is expected to drive engagement through a balance of drama, comedy, and family-oriented fare, supported by robust data-driven recommendations that help viewers discover new favorites with minimal friction.
Market watchers will continue to track pricing, regional availability, and the speed with which Max’s catalog evolves through new acquisitions and internal productions. The strategic emphasis remains clear: fuse premium storytelling with everyday comfort programming, and present it in a way that feels both essential and approachable for audiences across the Americas, while laying a foundation for future international expansion. The question now is how quickly the platform can convert audience interest into steady, long-term viewing habits in a crowded streaming landscape, where every new launch competes with established services for attention and dollars. In time, Max’s success may hinge on its ability to blend prestige with broad appeal, delivering a seamless, engaging experience that keeps subscribers returning day after day.