In what may be a first in the modern streaming wars, Max is returning to the name it had when it launched in 2020, HBO Max.

HBO is returning — at least in a name. Warner Bros. Discovery said Wednesday that it was rebranding its streaming service as HBO Max this summer, instead of the current Max. The Max name dated to Warner's merger with Discovery and was considered a curious choice when made in 2023.

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