HBO Max has run into an unexpected challenge while trying to update its name on X (formerly known as Twitter). The streaming service officially returned to the HBO Max branding this week, after previously rebranding to just Max. However, there seems to be a problem with their official X account, as it still displays the old “Max” name.
HBO Max Twitter name change explained
As of Wednesday, Warner Bros. Discovery has officially brought back the HBO Max name, replacing the shorter Max branding introduced in 2023. But while the rebrand has taken effect across most platforms, including Facebook, TikTok, and Instagram, X (formerly Twitter) appears to be creating problems.
On X, the main @StreamOnMax account still carries the Max branding, and the pinned tweet openly addresses the issue. It reads, “twitter won’t let me change my name back.” Meanwhile, the older @hbomax account includes a bio that reads, “twitter won’t let us switch our handles ¯\_(ツ)_/¯” As of now, X is the only major social platform that hasn’t made the switch, and there has been no word from its communications team.
The name change was first announced during Warner Bros. Discovery’s upfront presentation in May. The streaming service, which launched as HBO Max in 2020, was renamed Max in 2023 to reflect a broader range of content. But after mixed reactions, the company brought back the HBO branding in July 2025.
During the May announcement, HBO CEO Casey Bloys joked about the change. Bloys said, “I know you’re all shocked, but the good news is I have a drawer full of stationery from the last time around.” In a statement, the company said, “This evolution has been influenced by changing consumer needs, and the fact that no consumer today is saying they want more content, but most consumers are saying they want better content.”
Alongside the name change, the company is also rolling out HBO Max in 12 new international markets this month.
Originally reported by Disheeta Maheshwari on ComingSoon.
