HBO Max is back once again. Some industry observers applauded Warner Bros. Discovery's streaming rebrand, but others say it will only spark confusion.

Warner Bros. Discovery executives are reinstating the name HBO Max for the popular streaming service. It’s the fourth name change for the app in the last decade.

Warner Bros. announced Wednesday that it will be rebranding Max, the app formerly known as HBO Max, into, uh, HBO Max.

Warner Bros. Discovery's rebranding of HBO Max highlights the merger's failure to reach its original goal.

HBO Max launched in 2020, but Warner Bros. Discovery relaunched the service three years later, filling it with content from its other properties, like Discovery, TLC, and HGTV. As part of the relaunch, it renamed the service to just “Max” to signal that it’s suitable for kids and families.

Guess who's back? Back again? The HBO in HBO Max will return this summer, two years after Warner Bros. Discovery dropped it from the streamer's name.

Just two years after ditching the HBO Max name, it’s coming back. At Wednesday’s Upfront event, the company confirmed the switch will happen this summer. The upcoming name cha