Short for ‘Max’: WBD is reportedly considering cutting HBO from its streaming name (NASDAQ:WBD)

HBO Max WarnerMedia Investor Day Presentation

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HBO Max’s parent company is considering a larger streaming service with a slightly shorter name: only “Max”, CNBC said.

Discovery of Warner Bros. (NASDAQ:white blood cells) planned to combine WarnerMedia’s HBO Max service with Discovery+ into a a major streaming service launching in the spring. And lawyers are examining going with the name Max, according to the report.

That examination suggests it would be the likely name, although lawyers are also examining others and the codename “BEAM” is being used internally, CNBC said.

While HBO has a longstanding brand equity, some executives worry about devaluing that if HBO is bundled with everything available on the service, reportedly – there’s a ton of content right now. non-HBO and even more so when Discovery+ is added.

Meanwhile, HBO’s brand strength is mainly focused on the US rather than worldwide.

The new platform will likely adopt the same approach as Disney+ (dis) when placing large groups of content under “tiles” tied to specific WBD brands, according to the report. That means including landing “hubs” for HBO, Discovery, DC Comics, and Warner Bros.

The company has long planned to merge its two separate main streaming services, along with the merger of WarnerMedia and Discovery in April. During Warner Bros.’s November 3 earnings call. Discovery, CEO David Zaslav said a launch plan now would coming in the spring of 2023 instead of in the summer.

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