For Variety VIP+ subscribers: Why Warner Bros. Discovery’s bright idea for the newly monikered Max Isn’t fully baked
Simply put, in the overcrowded streaming landscape, in which consumersthe many available SVODs, clarity and brand identity are paramount, and “Max” offers neither.
That may be the best tack for WBD to take under the circumstances. The fact is, no one has really figured out how to distinguish a general entertainment service; Netflix did so simply by getting there first, leaving all the other players to scramble for distinct identities. By highlighting the key jewels of its portfolio, WBD seems to be positioning Max as the premier competitor to Disney’s offering, with discrete premium brands all housed together on one app.
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