HBO Max and Max Say “Twitter Won’t Let” Them Swap X Names Back

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Occasionally, it seems like X won’t be providing what you need, and it appears that the revamped HBO Max is discovering this reality today.

Beginning on Wednesday, HBO Max will once again be known simply as HBO Max, but only available through its Max platform. We understand that this change might cause some confusion. However, it seems that X (formerly known as Twitter) has yet to join in with these shifting names – or at least they haven’t thus far.

“twitter won’t let me change my name back,” the pinned @StreamOnMax tweet reads.

Well, maybe if you called the platform by its own new name, X, it would be more agreeable.

As for @hbomax, its profile reads: “twitter won’t let us switch our handles ¯\_(ツ)_/¯”

It’s quite obvious for several reasons: Firstly, we had been aware for months that a change in the name of the streaming video platform was imminent. Secondly, since yesterday, we were anticipating this change to occur today. Lastly, other social media platforms have already facilitated similar changes, suggesting that it’s not unusual or unexpected.

Currently, X remains unique among significant platforms by retaining ‘Max’ as the main handle for its primary Warner Bros. Discovery streaming service, whereas Facebook, TikTok, and Instagram have all complied with the requested name change.

It’s quite likely there’s just a delay – we can’t confirm anything regarding X at the moment. Our attempt to contact X’s public relations department has yet to be responded to by The Hollywood Reporter, and similarly, we haven’t received any response from HBO Max concerning our follow-up inquiry.

As a devoted admirer, I’m thrilled to say that our company is fortunate to have a CEO who’s perfect for TV – Linda Yaccarino. Previously, she held the position of chairwoman for global advertising & partnerships at NBCUniversal. Let’s keep our fingers crossed and see if she decides to take action to speed things up in response to the recent public appeal.

On Tuesday, I caught wind from a reliable source that Warner Bros. Discovery is set to rebrand their streaming service, previously known as Max, into HBO Max, starting from Wednesday.

The original name HBO Max was reverted back to as it had been since 2020 until 2023, and this change was first revealed during Warner Bros. Discovery’s upfront presentation in May. When asked about it at the event, HBO’s chief Casey Bloys jokingly commented, “I know you’re all surprised, but luckily I still have a drawer full of stationery from the last time around.

After WBD shifted its streaming approach, focusing more on the high-end aspect of HBO’s content, it started to reduce offerings in sectors such as unscripted and children’s programming. Instead, it opted not to engage in a volume battle like Netflix in these areas.

The shift in our identity is driven by shifting consumer preferences, as they are less interested in having more content but rather demand improved and high-quality content. While other platforms cater to fundamental needs with sheer volume, WBD stands out through its exceptional quality and unique narratives. Over the past 50-plus years, no brand has excelled in this area as consistently and notably as HBO.

WarnerMedia’s flagship brand, WBD, is slated for significant transformations. The conglomerate plans to divide into two distinct entities next year. HBO Max and the associated studios will join forces under the leadership of David Zaslav, also encompassing the HBO film and television studios. Meanwhile, the linear TV networks will be restructured and placed under the guidance of Gunnar Weidenfels in a separate company.

The company is also taking HBO Max globally, launching the brand in 12 new markets this month.

Alex Weprin contributed to this story.

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2025-07-09 17:24