Warner Bros. Discovery on Wednesday announced that this summer it plans to change the name of its streaming service "Max" to "HBO Max," a name that was previously used to describe Warner Media's direct-to-consumer service before it merged with Discovery+ to form Max.

HBO Max. The rebrand will take place this summer, Warner Bros. Discovery revealed Wednesday at its upfront presentation to advertisers in New York. Executives cited recent momentum, with the service adding global markets and 22 million subscribers over the past year,

Bullying works! At Wednesday’s Warner Bros. Discovery upfront presentation (attended by The A.V. Club), HBO boss Casey Bloys announced the company is re-renaming its streaming service. Bloys acknowledged that recent strategy shifts prompted “commentary for many of our fans and observers who suggested that the HBO brand should therefore return to the name of the service.