Warner Bros. Discovery Inc. is changing the name of its flagship streaming service back to HBO Max, part of a broader strategic shift designed to re-emphasize premium programming for adults.

Warner Bros. Discovery (WBD) is rebranding its streaming service and changing its name back to the original title it used when it launched in 2020. “MAX” will be renamed “HBO Max,” the company’s executives said during its Upfront presentation to advertisers this week,

After an elaborate rebranding of its streaming service from HBO Max down to just Max, the service will once again be known as HBO Max starting this summer.