Warner Bros. Discovery may further dilute the HBO brand by potentially adding another streaming platform to its service. IndieWire reports that according to CNBC, Paramount Global and Warner Bros. Discovery are in talks to combine their two streaming giants, Paramount+ and Max.
If the two streaming platforms combined, the move would have massive implications for both companies and send shockwaves throughout the entertainment industry. According to IndieWire, the merger could prove very beneficial to Paramount+ as it struggles to compete in terms of the number of subscribers compared to other streaming platforms such as Max and Netflix. As mentioned, the merger proves more tricky for Max, as it would suggest further net minus to the HBO brand following the rebrand from HBO Max to simply Max last year. On the other hand, the merger could bring more subscribers to Max pushing it over into the coveted 200 million subscribers mark, which is listed as a significant marker of success, longevity, and brand vitality. Warner Bros. Discovery currently sits at around 100 million subscribers, most of which, come from Max users.
IndieWire reports that this is not the first instance Max and Paramount+ have been in talks. In 2023, Paramount+ was in talks to merge with the entirety of Warner Bros. Discovery. These plans, however, quickly fell through. The potential merger could act as a lifeline to Paramount+ as the platform is seen to lose hundreds of millions of dollars a year and is desperate for a plan to expedite its profitability timeline.
While on the surface, the merger may not seem to have much to offer to Max, given that Paramount+ is struggling to stay afloat and trails in subscribers. However, Paramount+ has vital programming that could see Max’s subscriber count skyrocket, including the NFL and Nickelodeon. CBS could diversify and bolster Max’s streaming collection with enough legacy content to save both brands.