Spagnoletto, who goes by Pato, was referring to the market research WBD conducted before settling on the name Max — dropping the HBO from its existing service, HBO Max — for the company's long-awaited mega-streamer that will combine content from HBO Max and Discovery+.
WBD research showed that to attract new subscribers, the HBO brand was too nichePatrizio "Pato" Spagnoletto Warner Bros.
DiscoveryIn dropping "HBO" from the name, WBD is acknowledging HBO Max has a potent but narrow appeal that could turn off a broader audience.
The Max logo has the same vibe as the HBO Max logo, however, and incorporates a few elements of HBO's logo.
"Right now, we have very limited capabilities" in that regard, he said of the current HBO Max app.