It’s been a troublesome ride for HBO since the merger with Discovery and now, once again, their streaming service is getting rebranded.
HBO Max will be called Max. From the announcement, completely dropping the name HBO from it makes sense, since the service will now have a lot of content from Discovery+ and others.
Plus, as Variety reported, the new CEO doesn’t think the HBO brand has particular appeal for families.
“We all love HBO, and it’s a brand that has been built over five decades” to stand for “edgy, groundbreaking entertainment for adults. But it’s not exactly where parents would most eagerly drop off their kids. And yet Warner Bros. Discovery has some of the best-known kids’ characters, animation and brands in the industry. Not surprisingly, the category has not met his true potential on HBO Max,” said JB Perrette, president and CEO of global streaming and games for Warner Bros. Discovery.
You’ll soon find HBO Max at Max.com, as the new streaming app is set to launch on May 23rd in the US.
How much is Max?
Fortunately, your HBO Max subscription price will not change – at least not initially – though there will be a new type of Max subscription available.
The first two Max subscriptions will cost as much as the HBO Max plans of today. For those who have many devices and want 4K resolution, there will be a Max Ultimate Ad Free plan.
Here are the options:
- Max Ad-Lite ($9.99/month or $99.99/year): Two concurrent streams, 1080p HD resolution, no offline downloads, 5.1 surround sound quality
- Max Ad Free ($15.99/month or $149.99/year): Two concurrent streams, 1080p HD, up to 30 offline downloads, 5.1 surround sound quality
- Max Ultimate Ad Free ($19.99/month or $199.99/year): Four concurrent streams, up to 4K Ultra HD resolution, 100 offline downloads, Dolby Atmos sound quality
If you don’t know the available options now, take a look at our HBO Max guide below.
How Many Devices Can You Have on HBO Max? Your Guide to HBO Max Profiles
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