The update comes after the company slightly altered the Max logo to mimic HBO's black-and-white aesthetic. The streaming division has gained 22 million subscribers in the past year and is targeting more than 150 million global subscribers by year-end 2026.

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

After two years as Max, HBO Max is once again becoming HBO Max. It joins a long line of brand reversals that demonstrate the power of established brand equity.