According to Bloomberg, the streamer will continue to charge $15-$16 per month for the ad-free version, as much as $20 a month for a new higher-priced tier which will offer better video quality and other high-end features and a cheaper, ad-supported tier for $10 a month.

The streamer will also add thousands of unscripted reality titles from Discovery at no extra cost to HBO Max subscribers, while Discovery+ will continue as its own separate, lower-priced service.

It’s not HBO Max — soon it’s just going to be Max.

Warner Bros. Discovery officially announced Max as the new name of its flagship streamer, lopping off the HBO part of the name as it mixes in a big bucket of new content from Discovery+ and other new original series.

The company announced the name change at a press event Wednesday. The rebuilt Max (on the web at max.com) is set to launch first in the U.S. on May 23, featuring what the company promises will be an average of more than 40 new titles and TV show seasons every month.

“Max is the one to watch,” WBD CEO David Zaslav said on stage at the event, with thousands of shows and movies on the service.

Warner Bros. Discovery in January hiked the price of HBO Max without ads from $14.99 to $15.99 per month in the U.S., while the ad-supported plan stayed at $9.99/month.

The HBO Max name was announced in July 2019, back when WarnerMedia was part of AT&T. The idea at the time: The direct-to-consumer streaming service, which debuted in May 2020, included everything on HBO — the company’s gold-standard premium cable network — plus a whole lot more stuff, including original series and library titles. (Unlike many of its peers, WarnerMedia eschewed the “+” naming fad.)

With Max, WBD is aiming to signal that the streamer’s breadth of programming now is even broader, pulling in nonfiction favorites from the Discovery side of the house from brands including HGTV, Food Network, Discovery Channel, TLC and ID. While Max will incorporate a swath of new Discovery+ content, Discovery+ will continue as a standalone service (currently $6.99/month without ads and $4.99/month with ads). WBD appears to have made that decision so it wouldn’t face having to impose a significant price hike on current Discovery+ customers by forcing them to upgrade to the combined service.

The retirement of the HBO Max name comes after more than a decade of HBO digital brand extensions. In 2010, the premium network launched HBO Go, an authenticated streaming add-on for subscribers of its linear pay-TV packages. In 2015, then-parent company Time Warner introduced the standalone HBO Now streaming service. Both HBO Go and HBO Now were phased out in 2020 with the launch of HBO Max.

With the name change to Max, Warner Bros. Discovery acquired rights to the domain name “max.com” earlier this year. Previously, it was registered to and used by Max International, a nutritional supplement products company. WBD had been kicking around the Max name change since last year.

Warner Bros. Discovery has not broken out HBO Max subscriber numbers after Discovery closed the WarnerMedia acquisition in April 2022. The media company said it ended 2022 with 96.1 million streaming customers worldwide, inclusive of HBO Max, Discovery+ and other services. WBD execs have said that by 2025, they expect the company to have 130 million global streaming subscribers and that its direct-to-consumer businesses will generate $1 billion in earnings before interest, taxes, depreciation and amortization (EBITDA).