{"id":171370,"date":"2025-07-09T16:30:38","date_gmt":"2025-07-09T15:30:38","guid":{"rendered":"https:\/\/cms-articles.softonic.io\/es\/?p=389288"},"modified":"2025-07-09T17:21:05","modified_gmt":"2025-07-09T16:21:05","slug":"max-change-de-nom-a-nouveau-cette-semaine-apres-une-strategie-de-rebranding-ratee","status":"publish","type":"post","link":"https:\/\/cms-articles.softonic.io\/fr\/max-change-de-nom-a-nouveau-cette-semaine-apres-une-strategie-de-rebranding-ratee\/","title":{"rendered":"Max change de nom \u00e0 nouveau cette semaine apr\u00e8s une strat\u00e9gie de rebranding rat\u00e9e"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Warner Bros. Discovery a annonc\u00e9 le r\u00e9tablissement du nom original HBO Max pour son service de streaming phare, mettant fin \u00e0 un rebranding qui a \u00e9t\u00e9 consid\u00e9r\u00e9 comme un \u00e9chec et qui avait chang\u00e9 le nom de la plateforme en Max<\/strong>. Ce changement aura lieu mercredi, marquant ainsi un retour \u00e0 l&#8217;identit\u00e9 pr\u00e9c\u00e9dente qui avait \u00e9t\u00e9 bien accueillie par le public.<\/p>\n\n\n<h2 class=\"wp-block-heading\">Une plateforme de streaming qui a retir\u00e9 de son nom ce qu&#8217;il y avait de plus m\u00e9morable<\/h2>\n\n\n<p class=\"wp-block-paragraph\">La d\u00e9cision de revenir sur le nom a \u00e9t\u00e9 pr\u00e9sent\u00e9e lors de la c\u00e9r\u00e9monie de upfront de la soci\u00e9t\u00e9 en mai, o\u00f9 un auditorium rempli d&#8217;annonceurs a montr\u00e9 sa surprise et aussi un certain amusement en apprenant la nouvelle. <strong>Le rebranding en Max, lanc\u00e9 en 2023, a tent\u00e9 de rassembler le contenu de HBO et Warner sur une seule plateforme, mais n&#8217;a pas r\u00e9ussi \u00e0 r\u00e9sonner de la mani\u00e8re attendue avec les consommateurs et les annonceurs.<\/strong><\/p>\n\n\n<p class=\"wp-block-paragraph\">Un repr\u00e9sentant familier avec le sujet a confirm\u00e9 \u00e0 Deadline que le changement de nom en HBO Max sera effectif \u00e0 partir de ce mercredi. <strong>Ce mouvement semble \u00eatre une tentative d\u00e9lib\u00e9r\u00e9e de regagner la confiance des abonn\u00e9s et de renforcer la marque dans un march\u00e9 du streaming de plus en plus comp\u00e9titif.<\/strong><\/p>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"HBO Max Se convierte en Max | Febrero 27 | HBO Max\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/BjNYBHnOgSo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n<p class=\"wp-block-paragraph\">Malgr\u00e9 la d\u00e9cision de Warner Bros. Discovery, le paysage du streaming continue d&#8217;\u00e9voluer rapidement. <strong>La perception d&#8217;un rebranding rat\u00e9 indique que la soci\u00e9t\u00e9 est pr\u00eate \u00e0 \u00e9couter ses utilisateurs et \u00e0 s&#8217;adapter \u00e0 leurs pr\u00e9f\u00e9rences<\/strong>. Certains analystes sugg\u00e8rent que cette mesure pourrait non seulement renforcer la popularit\u00e9 de la plateforme, mais aussi sa capacit\u00e9 \u00e0 attirer de nouveaux annonceurs alors que le service se r\u00e9invente \u00e0 nouveau.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Avec le retour du nom HBO Max, il reste \u00e0 voir comment le public r\u00e9agira et si la fid\u00e9lit\u00e9 des abonn\u00e9s sera restaur\u00e9e, <strong>ce qui sera crucial pour les futurs plans de Warner Bros. Discovery dans le secteur du divertissement num\u00e9rique.<\/strong><\/p>\n\n<div class=\"sc-card-program\">\r\n  <div class=\"sc-card-program__body\">\r\n    <div class=\"sc-card-program__row clearfix\">\r\n      <div class=\"sc-card-program__col-logo\">\r\n        <img decoding=\"async\" class=\"sc-card-program__img\" src=\"https:\/\/images.sftcdn.net\/images\/t_app-icon-s\/p\/a2f73840-9b6e-11e6-a5b8-00163ec9f5fa\/3184479294\/hbo-max-logo\" alt=\"Max\" width=\"100px\" height=\"100px\">\r\n      <\/div>\r\n      <div class=\"sc-card-program__col-title\">\r\n        <span class=\"sc-card-program__title\">Max<\/span>\r\n        <a class=\"sc-card-program__button sc-card-program-internal\" href=\"https:\/\/hbo-max.softonic.com\/android\" target=\"_self\" rel=\"noopener noreferrer\">T\u00c9L\u00c9CHARGER<\/a>\r\n      <\/div>\r\n      <div class=\"sc-card-program__col-rating\">\r\n        \r\n      <\/div>\r\n    <\/div>\r\n    <div class=\"sc-card-program__row\">\r\n      <span class=\"sc-card-program__description\"><\/span>\r\n    <\/div>\r\n    <div class=\"sc-card-program__row\">\r\n      <img decoding=\"async\" class=\"sc-card-program__bigpic\" src=\"\">\r\n    <\/div>\r\n    <a class=\"sc-card-program__link track-link sc-card-program-internal\" href=\"https:\/\/hbo-max.softonic.com\/android\" target=\"_self\" rel=\"noopener noreferrer\"><\/a>\r\n  <\/div>\r\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Warner Bros. Discovery a annonc\u00e9 le r\u00e9tablissement du nom original HBO Max pour son service de streaming phare, mettant fin \u00e0 un rebranding qui a \u00e9t\u00e9 consid\u00e9r\u00e9 comme un \u00e9chec et qui avait chang\u00e9 le nom de la plateforme en Max. Ce changement aura lieu mercredi, marquant ainsi un retour \u00e0 l&#8217;identit\u00e9 pr\u00e9c\u00e9dente qui avait \u00e9t\u00e9 bien accueillie par le public. Une plateforme de streaming qui a retir\u00e9 de son nom ce qu&#8217;il y avait de plus m\u00e9morable La d\u00e9cision de revenir au nom a \u00e9t\u00e9 pr\u00e9sent\u00e9e lors de la c\u00e9r\u00e9monie de upfront de la soci\u00e9t\u00e9 en mai, o\u00f9 un auditorium rempli d&#8217;annonceurs a montr\u00e9 sa surprise [&hellip;]<\/p>\n","protected":false},"author":9318,"featured_media":171371,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","wpcf-pageviews":0},"categories":[16761],"tags":[17125,17646,24948,495,17200,22841],"usertag":[],"vertical":[],"content-category":[18130],"class_list":["post-171370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-hbo-max-2","tag-max","tag-rebranding","tag-streaming","tag-warner-bros","tag-warner-bros-discovery","content-category-streaming-videos"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/posts\/171370","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/users\/9318"}],"replies":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/comments?post=171370"}],"version-history":[{"count":2,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/posts\/171370\/revisions"}],"predecessor-version":[{"id":171379,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/posts\/171370\/revisions\/171379"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/media\/171371"}],"wp:attachment":[{"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/media?parent=171370"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/categories?post=171370"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/tags?post=171370"},{"taxonomy":"usertag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/usertag?post=171370"},{"taxonomy":"vertical","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/vertical?post=171370"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/fr\/wp-json\/wp\/v2\/content-category?post=171370"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}