Warner Bros. Discovery (NASDAQ: WBD) is rebranding its streaming service Max back to its previous name, HBO Max. The move follows its controversial 2023 rebrand that dropped the well-established HBO branding in favor of a more generic name.

To support the previous rebrand, the company acquired the domain Max.com for approximately $1.8 million, as revealed in an SEC filing by the former domain owner when it filed to go public in late 2023. Domain broker Joe Uddeme, who brokered the deal, shared on a podcast that Warner Bros. Discovery may not have pursued the domain without his outreach.

The reversal highlights the enduring value of HBO’s brand equity, especially given its strong content lineup including The Last of Us, The Pitt, and live sports from TBS and TNT.