The queen has returned — and by queen, we're referring to HBO Max, which dramatically lost its prestigious HBO branding not long ago. But fear not, the forgettable "Max" standalone name disappears today as the streaming service reunites with its iconic HBO prefix.

Warner Bros. Discovery commemorated the official rebranding on July 9 with a cheeky press release that acknowledges the amusing full-circle moment. The announcement kept it simple with the tagline: "It's good to be Home."

Accompanying the news, HBO Max launched a vibrant promotional spot showcasing its expansive library — from award-winning originals to beloved licensed content. The ad closes with that same homecoming message alongside pricing details starting at $9.99.

The streaming platform first debuted as HBO Max in May 2020 before undergoing its controversial "Max" rebrand in May 2023 after the WarnerMedia-Discovery merger. This stripped-down naming convention lasted barely two years before Warner Bros. Discovery reversed course in May 2025.

Explaining its latest strategic pivot, Warner Bros. Discovery emphasized HBO's unparalleled legacy as a premium content differentiator: "Today's viewers aren't demanding more content — they're demanding better content. While competitors flood the market with quantity, WBD thrives on quality storytelling cultivated over HBO's 50-year legacy."

The company further noted: "Reintegrating HBO into our streaming identity reinforces what subscribers value most — exceptional narratives they can't find elsewhere. This decision reflects our commitment to evolving strategically based on consumer insights to maintain leadership in premium streaming."