Warner Bros. Discovery Rebrands Its Streaming Service To Be More Attractive to Young Viewers
Warner Bros. has unveiled a major rebranding of its streaming service, which will now be known simply as ‘Max’.
The brand launch also coincides with new strategies for content and for pricing, all of which kicks off with a US launch on May 23.
Warner says the new Max service will be the destination for HBO Originals, Warner Bros. films, Max Originals, the DC universe, the Wizarding World of Harry Potter, an expansive offering of kids content, and best-in-class programing across food, home, reality, lifestyle and documentaries from leading brands like HGTV, Food Network, Discovery Channel, TLC, ID and more.
“Max will stand out amongst streamers by uniquely combining unrivaled breadth and superior quality with iconic franchises and strong product experience, all for great value,” Warner said in a statement.
The event included a sneak video peek at the launch campaign for Max, which will invite new subscribers to experience Max’s improved product experience, and particularly expanded content for children and teens. You can view the Max ‘sizzle reel’ below.
At the press event Wednesday, the company explained a major reason for the launch is to broaden the appeal of the streaming service, as the HBO part of HBO Max had a well deserved reputation of providing edgier content for an adult audience. Max, by contrast, will include a sharper focus on younger viewers, although HBO will remain a major part of the content offering.
“We want [Max] to be welcoming to all and easily recognizable, including to a key customer segment, kids and families,” JB Perrette, CEO of Warner Bros. Discovery’s global streaming and games. “We all love HBO, and it’s a brand that has been built over five decades to be the edgy, groundbreaking trendsetter in entertainment for adults, but it’s not exactly where parents would most eagerly drop off their kids.”
For that reason, Max will better showcase its kid-focused channels like Cartoon Network, Boomerang, the Wizarding World, and Looney Tunes within the streaming app.
HBO will remain as a top offering on Max as well, Perette adds. “HBO is not TV — HBO is HBO,” Perrette said. “It needs to stay that way, which is why we will privilege it in the product experience and also not push it to the breaking point.”
By combining and better showcasing offerings for both young and adult viewers, Perrette says Max will improve on the overall product offering for all types of viewers and cater to their moods and preferences.
“From the biggest superheroes to real life champions; from culture-shaping dramas to taste-shaping entertainment; from fantastical realms to the realest of worlds, Max will offer an unrivaled range of choice,” Perrette said. “This new brand signals an important change from two narrower products, HBO Max and discovery+, to our broader content offering and consumer proposition. While each product offered something for some people, Max will have a broad array of quality choices for everybody.”
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WBD also announced its new pricing strategy. As of May 23, Max will offer three pricing options, giving subscribers the choice to select which plan best fits the needs of their household.
- Max Ad-Lite | $9.99/month or $99.99/year2 concurrent streams, 1080p resolution, no offline downloads, 5.1 surround sound quality
- Max Ad Free | $15.99/month or $149.99/year2 concurrent streams, 1080 resolution, 30 offline downloads, 5.1 surround sound quality
- Max Ultimate Ad Free | $19.99/month or $199.99/year4 concurrent streams, up to 4K UHD resolution, 100 offline downloads, Dolby Atmos sound quality
Existing HBO Max subscribers will have access to Max at the same price as their HBO Max subscription and can visit http://help.hbomax.com/introducingMax to find out more. Additionally, HBO Max subscribers will still have access to their current plan features for a minimum of six months following launch. HBO Max subscribers’ profiles, settings, watch history, “Continue Watching,” and “My List” items will also migrate to Max so they can pick up streaming right where they left off.
Warner also promises the service will provide a steady stream of new content to keep viewers entertained, in addition to its massive library of globally recognized brands, franchises, series, and characters. Audiences will be able to explore the worlds of HBO, the DC Universe, and Harry Potter, plus hit movies, original series, and fan-favorite genres like true crime, reality, food, and comedy, all in one place.
“The Max service is a wide-ranging mosaic of content that will be unmatched in the breadth, reach, and excellence of its offerings,” said Casey Bloys, Chairman and CEO, HBO and Max Content. “We are unique because we have the best-in-all-categories across the board by any measure – be they ratings, awards, fandom. We know we can satisfy any craving because we have the brands that people love. At Max, they will find what they want, when they want it.”
WBD took the opportunity to announce new titles, including a Max Original Harry Potter series, which is billed as a faithful adaptation of the original book series by J.K. Rowling, who will serve as executive producer. There will also be a Max Original comedy series derived from The Big Bang Theory; an HBO Original “Game of Thrones” prequel called A Knight of the Seven Kingdoms: The Hedge Knight; a Max Original drama series based on The Conjuring films; Magnolia Network’s Fixer Upper: The Hotel; Discovery Channel’s Survive the Raft; Max Original Peter & the Wolf from Bono, Adult Swim’s Rick and Morty: The Anime; Investigation Discovery’s Lost Women of Highway 20; Cartoon Network’s Tiny Toons Looniversity; and TLC’s Love & Translation.
Max also provided first looks at additional highly anticipated upcoming titles including Max Originals The Penguin, starring Colin Farrell; HBO Original drama series The Sympathizer, an espionage thriller and cross-culture satire based on the Pulitzer Prize-winning novel of the same name; HBO Original limited series True Detective: Night Country, starring Jodie Foster and Kali Reis; HBO Original limited series The Regime starring Academy Award-winner Kate Winslet; Max Original six-part docuseries SmartLess: On The Road, following Jason Bateman, Will Arnett, and Sean Hayes as they take viewers on an exclusive behind-the-scenes look at the sold-out live tour of their podcast; and Max Original kids series Gremlins: Secrets of the Mogwai.
It’s worth noting the brand launch is not just about changing the name and logo, as the new Max streaming app has been completely reworked to make it easier for viewers to find and enjoy what they want.
“Our incredible team has been hard at work taking the best of both legacy technology platforms to deliver a product that works much better,” said Perrette. “We’re confident that all these enhancements will deliver a stronger experience for our customers, which will drive more engagement, help enhance retention, and improve customer satisfaction, which in turn will help us continue to scale.”
For example, the video playback has been improved for all devices and includes simple downloading for viewing on the go. There will be enhanced personalization of the app, which helps viewers find content they are likely to be interested in, and the navigation has been simplified as well.
Max will also include a default kids profile for new subscribers, as well as improved parental controls as part of its family-friendly focus.
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