What's Happening?
On September 4, 2025, HBO rebranded six of its U.S. linear channels, including HBO2, which is now HBO Hits, and MoreMAX, which has been renamed Cinemax Hits. The rebranding is part of Warner Bros. Discovery's strategy to support streaming growth and provide clearer content labels. The changes are reflected in both cable lineups and HBO Max's live channels, aiming to improve content discovery and viewer navigation. Executives have stated that the rename supports the company's streaming growth and enhances the clarity of content offerings.
Why It's Important?
This rebranding is crucial for Warner Bros. Discovery as it seeks to strengthen its position in the competitive streaming market. By aligning channel names with content genres, the company aims to make it easier for viewers to find and engage with their preferred programming. This move also benefits advertisers by simplifying targeting and inventory labeling. The revival of the Cinemax brand could attract viewers familiar with its legacy, potentially increasing viewership and subscriber numbers. The rebranding underscores the company's commitment to quality programming and strategic growth.
What's Next?
Following the rebranding, viewers will experience updated channel guides and potentially new advertising packages. Warner Bros. Discovery will monitor viewer engagement and subscription trends to assess the impact of the changes. The company may continue to refine its branding strategy to further integrate its linear and streaming offerings, potentially leading to additional changes in channel lineups and content presentation. Industry stakeholders will watch closely to see if the rebranding leads to increased viewer engagement and subscription growth.
