Legacy Brands Make a Comeback as Streaming Enters a New Era

The streaming wars of the past decade have been defined by bold moves, tech-driven innovation, and an endless rollout of “+” and “Max” titles.

But how streaming platforms are rebranding in 2025 suggests a dramatic course correction is underway—and it’s one that returns to the basics: brand identity and consumer trust.

In a media environment filled with fragmentation and fatigue, major companies like Warner Bros. Discovery, Disney, Fox, and NBCUniversal are now embracing the very linear TV brands they once tried to leave behind. From renaming services to rethinking bundles, the year 2025 is quickly becoming a landmark in the evolution of streaming.

HBO Max Rebrands… Back to HBO Max

Warner Bros. Discovery (WBD) shocked the industry last year by stripping “HBO” from its flagship streaming service, rebranding it simply as “Max.” The decision was intended to broaden appeal beyond the prestige programming associated with HBO. But the data told a different story.

According to internal assessments led by HBO content chief Casey Bloys and streaming head JB Perrette, HBO’s brand equity still holds unmatched power among viewers. As a result, how streaming platforms are rebranding in 2025 now includes one of the biggest reversals in the industry: Max is once again becoming HBO Max.

“Quality content matters, but so does the brand delivering it,” Bloys stated during WBD’s 2025 upfronts. “HBO stands for premium television, and our audiences want that identity front and center.”

CNN, ESPN, and the Return of Simplicity

It’s not just HBO making a branding pivot. CNN is launching its first dedicated streaming platform later this year, and the name? Simply, CNN. No “+”, no new-age twist—just three letters that have stood for trusted journalism for decades.

Similarly, Disney’s long-awaited ESPN streaming service will drop later this year with one of the simplest brand plays in the game: it’s called ESPN. Not ESPN+, not ESPN Now—just ESPN.

Executives from both companies emphasized the strength of legacy brand recognition. “There’s unmatched power and clarity in our four letters,” said ESPN’s Rosalyn Durant. And in a world overwhelmed by generic app names, this clarity is part of how streaming platforms are rebranding in 2025 to cut through the noise.

Why Brands Are Embracing Their Linear Roots

For years, the streaming industry seemed obsessed with shedding its traditional TV identity. Services distanced themselves from legacy channels, promising sleek, digital-first experiences. But that detachment may have gone too far.

This year’s rebrands reflect a growing realization: brand familiarity breeds loyalty. Viewers don’t just subscribe to content—they subscribe to trust. HBO, CNN, and ESPN aren’t just networks; they’re promises. And in a crowded, competitive landscape, promises matter.

Sunaina Sharma of branding consultancy Landor put it plainly: “The ‘content is king’ era is over. In 2025, it’s brand equity that reigns supreme.”

NBCUniversal’s Versant and the Reality of Identity

NBCUniversal has also joined the rebranding wave. With the launch of Versant, a new division that houses underutilized cable brands like Syfy and E!, the company is doubling down on its genre-specific roots. Bravo, one of its most beloved brands, was strategically kept out of the spin-off—proof that it’s considered a cornerstone of NBC’s streaming strategy.

Peacock, meanwhile, will become the home for NBC’s robust sports programming, including its growing NBA package. These shifts reinforce how streaming platforms are rebranding in 2025 by integrating legacy channel identity directly into their streaming strategies.

Paramount, Fox, and the Bundling Boom

As Skydance nears its acquisition of Paramount Global, speculation grows about the future of Paramount+. With only Yellowstone standing tall in its TV portfolio, analysts wonder if a new brand name—or a reversion to “CBS All Access”—could offer more consumer clarity.

Fox is also rolling out a new streaming venture, Fox One, focused on bringing its cable and sports offerings into a unified digital platform. Crucially, Fox One will be included for free with existing pay TV subscriptions, aligning with a broader industry trend: streaming services leveraging the old TV bundle to stay relevant.

Conclusion: Rebranding as a Strategic Reset

From name changes to renewed brand loyalty, how streaming platforms are rebranding in 2025 signals a shift away from tech minimalism and back toward legacy meaning. Audiences are tired of being confused by endless names and interfaces. They want dependability, trust, and the comfort of brands they know.

In this new phase of the streaming war, it’s not just about having the best shows—it’s about having a name that means something. The new rule of streaming? If it ain’t broke, rebrand it back.