We’re not quite there yet, but it sure feels imminent.

Netflix's co-CEO weighed in on Warner Bros. Discovery's decision to revert to HBO Max branding. The streamer used to be called Max.

The HBO Max name is returning to your screen. Find out why Warner Bros. Discovery is once again reversing course on its Max rebrand.

"It’s not TV, it’s HBO Max ... again," at a presentation that goes hard on executive talking points and largely ignores the studio's recent film successes.

Normally, Conan O'Brien and the "Inside the NBA" stars get the biggest laughs at a Warner Bros. Discovery (and before that, a Turner Networks) upfront. O'Brien wasn't there, instead appearing via a quick,

HBO Max launched in 2020, but Warner Bros. Discovery relaunched the service three years later, filling it with content from its other properties, like Discovery, TLC, and HGTV. As part of the relaunch, it renamed the service to just “Max” to signal that it’s suitable for kids and families.

Warner Bros. announced Wednesday that it will be rebranding Max, the app formerly known as HBO Max, into, uh, HBO Max.

Guess who's back? Back again? The HBO in HBO Max will return this summer, two years after Warner Bros. Discovery dropped it from the streamer's name.

Wednesday's name change adds Warner Bros. Discovery to an infamous list of prominent companies that have made well-publicized pivots The post HBO Max Enters Hall of Fame of Corporate Brand Reversals Alongside Netflix,