Back in the year 2019, Disney faced a significant choice: They needed to find a name for their upcoming major streaming service, a platform designed to compete with Netflix, something Hulu hadn’t been able to do effectively. Interestingly, they settled on a simple mathematical symbol. And thus, Disney+ was brought into existence.
The name chosen was remarkably straightforward yet highly evocative; it essentially translates to “Disney, with an extra touch.” The power of “Disney+” was undeniable, as it prompted nearly half of the media industry to emulate the format. Consequently, we saw the emergence of Paramount+, Apple TV+, Discovery+, and AMC+. (To be precise, Disney had already paved the way with ESPN+, which was launched a year prior.)
This idea occurred to me upon hearing in May that Warner Bros. Discovery rebranded Max back to HBO Max (after it was initially launched as HBO Max by AT&T five years ago). Essentially, “Max” is very similar to “Plus,” but without being an exact duplicate.
As a devoted viewer, I’ve noticed an intriguing trend among streaming platforms lately: they seem to be rebranding themselves, choosing fresh, improved names that promise to set them apart from their competition. However, this rebranding could potentially cause confusion not only for consumers but also for Emmy voters, who are currently weighing the merits of a company’s actors, directors, and other contenders for awards.
Following the merger of WarnerMedia and Discovery in 2022, resulting in the formation of Warner Bros. Discovery, the executives decided to rebrand HBO Max simply as “Max.” This change aimed to convey that Max represented more than just HBO, emphasizing its significant role in television. Additionally, much like Justin Timberlake’s character in The Social Network, they believed the new name sounded more appealing and modern.
Warner Bros. Discovery admitted their mistake and decided to drop the branding. However, critically acclaimed Max originals such as “Hacks” and “The Pitt” will continue to be eligible for Emmy awards this year under the “Max” label instead of being recognized as “HBO Max” series. This change hasn’t seemed to impact “Hacks” negatively in the past, as voters are usually discerning. Nevertheless, the letters “H,” “B,” and “O” still symbolize ‘prestige’ in the television industry.
Back in 2020, NBCUniversal introduced their streaming service, which they dubbed “Peacock.” Named after the iconic NBC logo, it was a rather whimsical title then, and it remains so now. The most charitable description I can offer for “Peacock” is that it’s not “Seeso,” its comedy-centric predecessor that didn’t last long. To be fair, one of the bright spots in Peacock, as I highlighted in an FYC magazine, is the Emmy-worthy series, “The Day of the Jackal.
Peacock is also not “Versant.”
Previously recognized as SpinCo., I’m now part of Versant – a fresh entity under the umbrella of Comcast, parent company to NBCU. We’re a collection of cable channels that NBCU wasn’t quite sure about, alongside some digital assets. If you’re curious about what “Versant” symbolizes, I’d recommend asking Mark Lazarus!
Our company name, Versant, symbolizes not just who we are, but also our ability to adapt and seize the chance to establish a contemporary media organization,” the CEO shared in an internal memo, further explaining that NBCU considered our ultimate aim to impact culture, connect various communities, and signal a cohesive path for the future.
Previously, Disney was once again involved in renaming efforts for its highly anticipated ESPN streaming service. They aimed to choose a name that resonated with “ESPN,” and eventually settled on simply… ESPN+.
It’s not any clearer when you take into account that ESPN already has an app and ESPN+, which ESPN emphasizes is a “service” rather than an “app.” The newly announced ESPN app, officially confirmed, is actually an improvement on the existing one. Initially, they were considering calling it “Flagship,” but perhaps they decided against it in the end.
As a gamer, I can’t help but get puzzled when I see all these changes like branding, rebranding, and even de-branding happening around. I mean, it’s confusing enough for regular folks like me who just want to enjoy the game, so I can only imagine how ordinary consumers feel!
Despite being consistently dominant in the streaming world, Netflix has joined the game by rebranding its occasional marketing event, Tudum. Named after the familiar sound effect heard before every movie or show, it’s not hard to see why a Tu-dumb joke might come to mind.
The firm utilizes Tudum as its guide for deciding what shows to stream and what’s currently popular. Primarily, Tudum functions as a promotional event – essentially, an extended advertisement for Netflix, albeit one that has been transformed into a type of variety show, boasting over 100 Netflix celebrities.
There is one thing that can save a confounding name: a good tagline.
On June 5th, ESPN unveiled a fresh slogan: “Sports Forever.” While their previous tagline, “The Worldwide Leader in Sports,” served them well, this new one isn’t too shabby either!
Starz recently introduced a fresh tagline: “We’re All Adults Here.” I have no criticisms about this; on the contrary, it effectively communicates their brand strategy. This tagline makes it clear to potential subscribers, as well as bundlers and buyers, precisely what they can anticipate from Starz.
It’s hardly unexpected that Starz hit the mark with its fresh slogan. Ever since 2014, Starz has been clear about its identity and its audience – primarily women and African-American viewers. This demographic was specifically targeted with shows like ‘Outlander’ and ‘Power’.
HBO knows what it is; Max never did.
And we’re still trying to figure out what Versant is.
This tale was initially published in a separate June edition of The Hollywood Reporter’s magazine. If you’d like to get the magazine, you can do so by clicking here to subscribe.
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2025-06-14 23:24