Warner Bros. Discovery (WBD) streaming service Max will keep the name HBO Max when it launches in the Benelux region next year.
The decision follows discussions between WBD and local broadcaster Omroep MAX, which holds the rights to the name MAX in the Benelux.
Omroep MAX had considered taking legal action if HBO Max used the name in the Netherlands. The Benelux is the only territory in the world where the US streaming service will have a different name. In other markets the HBO name has ended a run of brands has also included HBO Go and HBO Now, it has instead become a sub brand.
“Recently, our lawyers and I discussed this matter with HBO Max,” Omroep MAX boss Jan Slagter told AD. “We explained that our brand MAX and our name recognition are of great importance to us. Following that discussion, HBO Max informed us that they will not use our name MAX solely for the streaming service in the Benelux.”
MAX brings together content from HBO Max and discovery+ in a single service. It launched in the United States in May. The international roll out starts first in LatAm in Q1 2024. Launches in European territories including the Nordics, Iberia, and Central Eastern Europe is also scheduled to kick off early next year.
A Warner Bros. Discovery spokesperson confirmed to Broadband TV News that the Netherlands will still get the enhanced streaming service, but it will retain the HBO Max brand name.
