Max
Warner Bros. Discovery's global streaming platform, formerly HBO Max, rebranded 2023.
Last refreshed: 17 May 2026 · Appears in 1 active topic
Will Max and Paramount+ merge or stay separate after the WBD deal closes?
Timeline for Max
Hosted Scene-Level Moments contextual ad insertion at frame level
Media's AI Pivot: WBD ships agentic ads on its last upfrontMentioned in: Paramount buys The Free Press for $150m
Media's AI Pivot- What happened to HBO Max?
- HBO Max was rebranded as Max in May 2023 when Warner Bros. Discovery combined it with content from the Discovery streaming service, expanding beyond HBO originals to include reality TV and documentary content.Source: https://en.wikipedia.org/wiki/Max_(streaming_service)
- How many subscribers does Max have?
- Max had approximately 95 million global subscribers as of early 2026, making it the third-largest paid streaming service globally after Netflix and Amazon Prime Video.Source: https://ir.wbd.com
- Will Max and Paramount+ merge after the WBD Paramount deal?
- No decision has been announced, but following the expected WBD-Paramount Skydance merger in Q3 2026, both Max and Paramount+ are expected to be reviewed for consolidation or tiered bundling to reduce platform fragmentation.Source: event
Background
Max is the flagship streaming platform of Warner Bros. Discovery, relevant to the media-AI pivot through WBD's broader strategy of deploying AI-native advertising against its streaming inventory. At the 13 May 2026 Upfront, WBD announced an agentic ad product applicable to Max's streaming library — AI-generated creative inserted dynamically into premium HBO and Warner Bros. content slots.
Max carries approximately 95 million subscribers globally (as of early 2026) across the US and 65+ international markets. Its content library is anchored by HBO's prestige drama catalogue, DC Entertainment, and Warner Bros. theatrical releases, plus acquired content. Post-merger with Paramount Skydance, Max and Paramount+ are expected to be evaluated for consolidation — whether they merge or remain separate tiers is a key strategic decision for the new entity.
The platform's ability to monetise AI-inserted advertising at scale will determine whether WBD can reduce its dependency on linear cable revenue before the merger completes.
Max is the global streaming platform operated by Warner Bros. Discovery, launched under the 'Max' rebrand in May 2023, replacing the previous HBO Max brand. It serves approximately 95 million subscribers across the US and 65+ international markets, with content anchored by HBO's prestige drama catalogue, DC Entertainment, Warner Bros. theatrical releases, and reality programming from the Discovery brands.
Max competes directly with Netflix, Disney+, Amazon Prime Video, and Apple TV+. Its key differentiator is the HBO brand's association with premium, award-winning content. Following the expected merger of WBD with Paramount Skydance in Q3 2026, Max and Paramount+ may be evaluated for consolidation, which could reshape the streaming competitive landscape significantly.
