Why Max Decided to Lose 'HBO' in Its Name - The Wall Street Journal

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A scene from HBO’s ‘The White Lotus.’ HBO is just one part of the programming on Warner Bros. Discovery streaming service Max.Photo: Courtesy of HBO

Warner Bros. Discovery sliced “HBO” from the name of its “HBO Max” streaming service earlier this year, sacrificing a seminal television brand name to convince consumers that it offers more than HBO’s style of programming.

But the company is navigating a difficult time in streaming, as a growing mountain of competitors scramble for subscription fees and ad revenue.

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Why Max Decided to Lose 'HBO' in Its Name - The Wall Street Journal

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