The streaming wars have reshaped the media landscape, with companies chasing global domination at the expense of their unique identities. Even giants like Disney and ESPN have merged their brands into Hulu. For Warner Bros. Discovery (WBD), the transformation of HBO Max into Max was meant to create a Netflix rival, but it came at a cost: HBO’s premium identity was diluted.
WBD streaming chief JB Perrette explained the rationale at the time: “While [HBO Max and Discovery+] offered something for some people, Max will have a broad array of quality choices for everybody.” The result was HBO being absorbed into a platform designed for mass appeal.
But as HBO Max CEO Casey Bloys admitted on November 20 at the company’s Hudson Yards offices, that strategy proved misguided. “To Netflix’s credit, as the first mover, they have become a utility for consumers. In retrospect, we can all see that the streaming industry’s race for volume, years ago, found many brands losing their identity.”
Bloys has since spearheaded a push to restore HBO’s premium positioning within Max. The effort began with a surprise rebranding announcement in May, signaling a shift away from chasing Netflix’s scale toward reclaiming HBO’s prestige. “I know you’re all shocked, but the good news is I have a drawer full of stationery from the last time around,” Bloys joked, underscoring the seriousness behind the humor.
The move reflects a broader industry realization: with Netflix and YouTube entrenched as video utilities, media companies must differentiate by offering something distinct. For WBD, that means positioning HBO not as a competitor in the race for volume, but as the premium layer sitting above it.
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