HBO Max Blames Netflix for Failed Rebrand “Misstep”

HBO Max Blames Netflix for Failed Rebrand “Misstep” Image via HBO By  Safwan Azeem Published 50 minutes ago

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HBO CEO Casey Bloys is admitting that the platform’s 2023 rebrand to “Max” was a mistake and confessing that the move stemmed from an attempt to keep up with Netflix’s dominance. The decision to revert to “HBO Max” in May 2025 came after facing fan backlash and a wave of memes mocking Warner Bros. Discovery’s sudden identity crisis. Bloys is now opening up about this confusing shift and emphasizing that by restoring the HBO name, the service is focusing on quality over quantity.

While speaking to reporters at HBO Max’s New York office, Bloys told THR (via MovieWeb) the rebranding was a product of the streaming industry’s race to compete with Netflix’s massive scale. “To Netflix’s credit, as the first mover, they have become a utility for the consumers,” explained Bloys. He added that the push for sheer volume leads to many brands losing their identity and a decline in content quality.

Bloys emphasized that HBO was never meant to replace Netflix, but to complement it as a premium service featuring “truly unique programming.” He continued:

"In retrospect, we can all see that the streaming industry’s race for volume, years ago, found many brands losing their identity. [Netflix] is the basic cable of today, and in today’s world, consumers still want to add to their entertainment portfolio with must-have, truly unique programming that only we can deliver.

We looked at all the research and came back to what they want are HBO originals, pay-one movies, the Warner Bros. TV library, the procedurals, for lack of a better word, but the elevated network [programming] that we’re working on, documentaries, comedy specials. We just came back from trying to offer too much, so we are trying to be very specific in what people value from us, and want from us."

Original Programming Continues To Define the Platform’s Identity

During the same conversation, Bloys acknowledged that the TV landscape has gone through a transformation. He shared that studios, including Disney, NBCUniversal, and Paramount, reserve their biggest films for their own streaming platforms, which leaves HBO with a continuously shrinking lineup. However, he shared that the network has been working on building a slate to fill those gaps with core IP titles that fit the brand’s identity. This shift includes leaning on franchises, including Game of Thrones, Harry Potter, and DC Studios.

The CEO emphasized that original programming is the heart of the platform and pointed to HBO’s long-standing tradition of creator-driven series. He highlighted shows such as Rachel Senoott’s I Love LA, the upcoming return of Euphoria, and new projects, including Larry David’s six-part sketch comedy produced by the Obamas' Higher Ground. “What we’re usually looking for is a point of view,” noted Bloys, while adding that the network’s adult dramas and dramedies, including The White Lotus and Task, remain core pillars of its identity.

According to Bloys, HBO’s revamped strategy can serve multiple audiences while still maintaining a certain level of quality. The CEO gave a glimpse into what goes on behind the scenes of development and revealed that their team starts with a simple question: “What’s a good show?” He also shared that the studio doesn’t follow strict quotas for HBO Originals, Max Originals, or franchise IP. Instead, the goal is to create as many strong titles as possible across genres.

Stay tuned to Collider for more updates.

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I Love LA

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