Netflix CEO Criticized Infamous ‘HBO Max’ Move Months Before Warner Bros. Deal

From the moment a rumor that Netflix could be nearing a deal to buy Warner Bros. surfaced, there has been a lot of conjecture from observers about the potential fallout. For example, there have been headlines about a possible DOJ investigation, worries about the future of Hollywood, and many other concerns. That said, a lot of the opinions that have been flying around about the deal that hasn't been finalized yet have been based on very few facts.

Ultimately, the best way to look at what the potential future of the Netflix and Warner Bros. deal could create is to look at facts about the powerbrokers involved. A perfect example of that is the fact that Netflix's Co-CEO, Ted Sarandos, once publicly criticized an infamous HBO Max decision.

Netflix’s Co-Ceo, Ted Sarandos, Called Out Warner Bros. Discovery for Renaming Their Streaming Service to 'Max' From 'HBO Max'

After the streaming service HBO Max was launched in May 2020, its name was officially changed to just Max in May 2023. Given that the name HBO had been respected in the entertainment industry for decades at that point, that move took many observers by surprise. As it turns out, one of the people who didn't agree with renaming the streaming service was Netflix's co-CEO Ted Sarandos.

During a March 2025 Variety interview, Sarandos publicly called out the renaming decision that was made by the team behind Warner Bros. Discovery. While the Netflix boss didn't explicitly state it was a bad decision, his comments made his opinion very obvious. When asked about the rename, Sarandos expressed shock and brought up the value that the name HBO had built with the public. Finally, Sarandos stated that he believed the streaming service should just be called HBO.

"It was a surprise! We would always watch what HBO was doing, and at one point they had HBO, HBO Go, HBO Now and HBO Max. And I said, 'When they’re serious, all those names will go away, and it’ll just be HBO.' I would have never guessed HBO would have gone away. They put all that effort into one thing that they can tell the consumer — it should be HBO."

Considering that Netflix is moving close to buying major aspects of Warner Bros. Discovery, including HBO Max, Sarandos' past comments may make things a little bit uncomfortable. Thankfully, he later praised a different decision from the company that he could soon be involved in running.

After the streaming service reverted its name back to HBO Max in May 2025, Sarandos added his voice to the chorus of observers who celebrated that move. While speaking to Business Insider at Netflix's annual TV upfront presentation days after the revert rebrand, Sarandos said that the move back to HBO Max was smart. "They had so many years trying to start with so many different brands that this move makes sense."

Since the news of the Netflix and Warner Bros. Discovery deal broke, many observers have been predicting a near-apocalyptic fallout in Hollywood. While there is no doubt that the major deal has extremely worrisome implications, this series of events could present a possible silver lining. Throughout the HBO Max/Max ordeal, Sarandos' public statements made it clear that he appreciated the value of what HBO had accomplished. With that in mind, it seems a little bit more likely that Netflix may not disregard the business model that led to HBO and Warner Bros.'s past success.