Elyse Betters Picaro / ZDNET The Max era is over. After a much-criticized name change in 2023, the Max streaming service is officially returning to its original name of HBO Max. If that sounds a little confusing, here's what happened. Why the rebrand? The HBO Max streaming service first debuted in 2020, showcasing original HBO content plus shows and movies from Warner Bros., DC, Turner, and more. Also: The best live TV streaming services of 2025: Expert tested When WarnerMedia (the parent company of HBO) and Discovery merged several years ago, the company wanted to show that the streaming service now had content from sources other than HBO, so the HBO was dropped and the service became simply Max. When the HBO Max to Max rebrand happened, you needed to download a whole new app to stream. Do you need to use a new app? The best part for subscribers now is you don't need to do anything. The Max app will update on its own with the new name. All of your profiles, preferences, and recently watched data will remain. Also: Add Paramount+, STARZ, and more to your Prime Video account for just $0.99 a month - here's how WarnerMedia announced the change in May but didn't put a specific date on when it would take effect. It's probably not a coincidence that it officially happened just a few days before the Emmy nominations are announced, television's biggest awards. This change comes as Warner Bros. Discovery is splitting into two separate companies: one that's home to HBO, HBO Max, and Warner Bros. movie, TV, and game studios, and one that's home to other cable networks. No pricing changes For now, HBO hasn't announced any pricing changes to go along with the re-rebrand. A basic subscription with ads is $9.99 a month or $99.99 a year, a standard plan is $16.99 a month or $169.99 a year, and a premium plan is $20.99 a month or $209.99 a year. Also: Is your live TV streaming bill too high? You have other options - including cheaper ones The service is home to popular shows like Friends, 90 Day Fiancé, Veep, and Game of Thrones, and more. Get the morning's top stories in your inbox each day with our Tech Today newsletter.