Warner Bros. Discovery is rebranding its streaming service from Max back to HBO Max. This decision comes after a controversial name change in 2023 when the service dropped the beloved HBO name. The platform is known for its extensive library filled with HBO classics, as well as newer hits like The Last of Us and various sports events.

As part of the rebranding efforts, the company acquired the domain Max.com, which was reportedly pitched to them by domain broker Joe Uddeme. He indicated that without the pitch, the company may not have pursued the purchase of the domain. In an SEC filing, it was disclosed that Warner Bros. Discovery purchased Max.com for approximately $1.8 million.

This return to the HBO Max name reflects the importance of brand identity and consistency in the streaming landscape.

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