A few months ago, HBO content chief Casey Bloys and Warner Bros. Discovery streaming chief JB Perrette approached the company’s leadership, including CEO David Zaslav, with a suggestion.
They had been conducting research around the streaming service Max, trying to gauge what subscribers were watching and what they weren’t, which brands mattered to them and which didn’t.
The company also looked at how they were actually using the platform. As has since become clear, the results showed that quality mattered, which led the company to adjust its consumer proposition in favor of premium fare. Inside Warner Bros. Discovery, no brand exemplifies quality and premium TV more than HBO. So given the new positioning, they recommended a pivot: Take Max and turn back the clock, re-renaming the streaming service HBO Max, leaning into one of the oldest brands in linear TV outside of the broadcast networks.
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