The market has spoken here, and quality is the real differentiator.” To put it more plainly: The basic assumption behind the Max branding, that viewers would flock to Discovery’s big buckets of unscripted dross over the decades of quality material in HBO and other Warner Bros.

Gunnar Wiedenfels told an investors conference "there’s a lot more openness to discuss the options" ahead for additional industry consolidation in a disruptive streaming era.

The HBO Max name is returning to your screen. Find out why Warner Bros. Discovery is once again reversing course on its Max rebrand.