HBO Max has undergone significant changes due to the merger between Warner Bros. and Discovery Inc. The merged HBO Max and Discovery+ streaming service will be called "Max". Executives fear that "HBO" could turn away certain potential subscribers. The merged service will launch in spring 2023. The pricing for the new service will be $10 for an ad-supported tier and $16 for no ads, while also adding a third tier at $20 with higher video quality and other features.
According to Eunice Shin, global head of media and entertainment for consulting firm Prophet, "The reason there is so much emotion by this name change is because HBO stands for something much bigger than just HBO Max. HBO was premium cable, and it was always known for having the best talent and the best programming."
