The merged HBO Max and Discovery+ streaming service could be simply called 'Max'

Shorter names aren't always better, but there are some valid reasons for the rumored rebranding.

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Warner Bros. Discovery will soon combine HBO Max and Discovery+ into a single streaming service with a new name. Right now, it seems that the frontrunner for the merged platform's moniker is "Max," which would ditch the more instantly recognizable part of HBO Max's branding.

Lawyers for the company are vetting several names, but Max is said to be the leading the pack. A Warner Bros. spokesperson told CNBC that the company was still discussing the name. They'll need to make a decision fairly soon, though, as the merged streaming service is slated to arrive in the spring.

HBO has built up a certain level of prestige over the years. However, Warner Bros. Discovery leaders are said to see some value in positioning HBO as a sub-brand alongside the likes of Discovery and CNN. The company's CEO David Zaslav slashed spending on HBO Max after WarnerMedia and Discovery merged earlier this year. The streaming service will have much more to offer than HBO content as well.

As CNBC notes, there has been some confusion surrounding the branding of HBO streaming apps — HBO Max was preceded by HBO Go and HBO Now. Having another one with HBO in the name could further muddy the waters. Moreover, executives are said to have expressed concern that the HBO Max name could weaken the value of HBO as a brand if consumers link it to less-prestigious content on the streaming service.

The new-look platform will reportedly have a similar to set up to Disney+, with hubs for content from HBO, Discovery, DC Comics, Warner Bros. and more (Disney+ has ones for Star Wars, Pixar, National Geographic and so on). It's not yet clear how much subscriptions to Max, or whatever it ends up being called, will cost.