Can Old TV Brands Still Dominate Streaming in the Streaming Wars?

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A couple of months back, the heads of HBO’s content, Casey Bloys, and Warner Bros. Discovery’s streaming, JB Perrette, proposed an idea to their top management, which includes CEO David Zaslav.

They were investigating Max’s streaming service, aiming to determine the shows that their subscribers preferred and those they ignored, as well as the brands that held significance for them versus those that did not.

They were studying Max’s video streaming platform, trying to find out which programs their viewers liked best and least, and what brands mattered or didn’t matter to them.

Or, in a more conversational tone:
They were doing some digging on the streaming service Max, wanting to know what their subscribers were into watching and ignoring, as well as what brands they valued or couldn’t care less about.

The company analyzed their practical application of the platform and found that quality was crucial, prompting them to alter their consumer offer towards high-end products. Within Warner Bros. Discovery, no brand embodies quality and premium television more than HBO. Given this new focus, they suggested a shift: Rebrand Max as HBO Max once again, emphasizing one of the oldest brands in traditional TV outside of the broadcast networks.

In recent months, as we’ve shared our new strategy with the public, there’s been feedback from fans and observers suggesting that the HBO service should revert back to its original name. During a Warner Bros. Discovery upfront presentation on May 14, Casey Bloys addressed media buyers and advertisers, stating that while they were expressing their concerns, our team was conducting its own evaluations. We understand the significance of the HBO brand within the industry and among consumers.

Later on this summer, the prestige associated with the HBO brand will be reaffirmed, as WBD continues to uphold its renowned quality.

Sunaina Sharma, executive strategy director at Landor (a brand consultancy owned by WPP), explains that the U-turn by HBO Max isn’t just about changing their logo; it’s a bold signal illuminating a pivotal moment in the streaming world. She suggests that the old adage ‘content is king’ no longer holds true, as brand reputation now holds the throne.”

“In a rapidly evolving media industry, HBO Max’s decision to change direction isn’t just about rebranding; it indicates a significant shift happening in streaming services. As one industry veteran puts it, ‘you can’t be afraid to adapt and make changes.’

Indeed, the 2025 upfronts showed an unexpected twist in the ongoing streaming battles: It appears that traditional television brands hold significant weight. In fact, they seem to matter quite a bit.

During a subsequent part of the WBD, CNN’s CEO, Mark Thompson, announced plans for a fresh CNN streaming service launching later in the autumn. This service will bear the familiar CNN name without any “+” suffix.

This will mark our debut into a brand-new streaming service. It offers easy access to top-tier CNN journalism on your mobile devices, smart TVs, or any digital gadget, initially available in the U.S., but soon accessible worldwide. Live channels, news feeds, exclusive programming, and additional content will be at your fingertips, along with all the trusted storytellers our viewers are familiar with, such as Audie [Cornish], Anderson [Cooper], Kaitlan [Collins], Abby [Phillip], and the rest of CNN’s global team.

According to reports, prominent CNN journalists have been proposing show concepts to Jeff Zucker, CNN’s president, and Alex MacCallum, his deputy, focusing more on journalism-centric programs as opposed to ancillary topics such as parenting shows or book clubs, which characterized CNN+. Essentially, they are aiming for content that aligns closely with the CNN brand. The streaming service is expected to be a component of a broader CNN subscription package, offering access not only to online content but also vertical lifestyle services like a weather app. This weather app will reportedly be the first of many such offerings.

One day prior to Warner Bros. Discovery’s rebranding partnership with HBO and CNN, The Walt Disney Company made headlines of its own: ESPN’s long-awaited streaming service, previously known internally as “Flagship,” was set to debut this year under the unassuming yet clear name “ESPN.

In our quest for the ideal choice, ESPN consistently emerged as our top pick,” I shared with reporters, standing amidst the grandeur of Disney’s Robert A. Iger building in Manhattan. Even Robert Iger himself dropped by that morning to offer a friendly greeting. “ESPN carries an undeniable power and trust, especially among the youth who adore ESPN and view us as pioneers in the digital era. ESPN is the epicenter of sports excellence, home to the crème de la crème of athletics. So, with simplicity, clarity, and straightforwardness, we’ve decided to go with ESPN.

ESPN executive VP Rosalyn Durant said that our four-letter name holds an unrivaled strength and clarity, and she emphasized the importance of maintaining simplicity.

In today’s era where traditional TV is seemingly fading away, it’s surprising to see a resurgence of linear TV brands. It seems that in this streaming-centric world filled with ‘Plus’, ‘Max’, and ‘Pro’ options, consumers actually value brand identity. Disney and WBD are currently capitalizing on this trend, but many others are following suit.

According to Sharma, this situation might lead to a series of strategic reassessments throughout the streaming industry. Platforms may choose to emphasize and strengthen their distinctive qualities, merge to boost their brand’s influence, or form unlikely partnerships.

At Netflix’s post-upfront event in New York, one guest speculated whether Skydance might change direction with the Paramount+ label if they successfully finalize their acquisition. Although Paramount is a well-known film studio, it doesn’t enjoy the same brand recognition as Disney, and its TV brand is primarily associated with Yellowstone. Paramount has allowed its cable TV channels like MTV and VH1 to dwindle due to lack of content, but CBS has remained significant thanks to its sports and entertainment offerings. Last year, Jeff Shell, who Skydance appointed as the future president of the combined company, told reporters that they would bring a new perspective to Paramount+ upon completion of the deal, but were dedicated to streaming services.

Ponder over NBCUniversal and their new venture, Versant. When Comcast opted to separate their cable TV stations, they tactically retained Bravo within their control. The reason being that the Bravo label has come to symbolize a particular genre of highbrow-lowbrow reality shows. Regardless of what happens to Bravo as a cable channel, the Bravo brand is likely to persist. Once the spinoff is finalized and Peacock fully embraces NBA sports coverage, the streaming service will boast a significant amount of NBC branding due to its extensive sports content. Meanwhile, Bravo would continue to function as the internal label for reality programming within NBCUniversal.

Just like Versant provides an opportunity for lesser-known or underappreciated cable channels such as Syfy and E! to stand out, so its CEO, Mark Lazarus, explains in a staff memo that the company’s name symbolizes a “home” where our remarkable brands can flourish.

As a gamer, I’d rephrase it like this: “I’m all about adapting to the times and seizing chances to mold something fresh and contemporary, like creating a new-age media company. To kick things off, CNBC has already rolled out its CNBC Pro streaming platform, and MSNBC seems to be looking into streaming and digital possibilities too, especially since CNN and Fox News have already laid their plans for the same.

It’s intriguing to note that Fox serves as quite a captivating scenario. Moreover, they have unveiled their intentions for a consumer-direct streaming platform, and during their presentations, they emphasized this service, which they will refer to as Fox One, where the Fox TV logo takes center stage.

According to MoffettNathanson analyst Robert Fishman in a May 12 report, he thinks Fox’s strategy for introducing Fox One is suitable for the current situation. Prior to the football season, Fox One intends to work alongside, rather than replace, its existing offerings. As stated by Fox, all traditional subscribers will be able to access Fox One, preventing competition with distribution partners.

Absolutely, it appears that streaming platforms are returning to the traditional television model. In fact, this trend is evident in the way WBD and ESPN are planning to offer CNN and ESPN streaming services to their existing pay-TV subscribers, which means no extra charges for them (for now), similar to Fox One.

With Charter Communications, known for actively combining streaming services within their video packages, planning to take over Cox Communications, it seems that the combined entities might find a collaborative partner ready and capable of assisting in executing this expansion strategy.

It seems they might still find worth in the traditional TV package, but as analyst Rich Greenfield from LightShed suggested in his May 14 note, there could be a hidden agenda at play, particularly for media companies like Disney. The goal here is to encourage viewers to access ESPN content through their app rather than via Comcast, DirecTV, or YouTube TV. This way, they can establish a direct connection with the audience, enabling them to track what’s being watched, personalize advertising more effectively, and engage viewers beyond live games by offering additional content such as highlights, merchandise, sports betting, fantasy sports, etc.

Financial analysts speculate that ESPN’s streaming service might attract a few million subscribers, but if it proves successful – especially when combined with larger packages – there is potential for even greater growth. As stated by Morgan Stanley’s Ben Swinburne on May 12th, the primary benefit to Disney’s stock could come from integrating ESPN streaming into Disney Plus and Hulu. In other words, the significant boost to Disney’s shares might stem from offering ESPN streaming as part of these bundled services.

If the realm of streaming manages to sustain the traditional pay-TV package, entertainment firms would be more than willing to maintain it. However, if this isn’t possible, they can still make progress by utilizing their established linear brands to establish a digital presence, which at least signifies a step forward in the correct direction.

Originally published in The Hollywood Reporter’s May 21 edition, this tale can be yours too if you click here to subscribe to our magazine.

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2025-05-21 15:57