Ted Sarandos, co-CEO of Netflix, expressed support for Warner Bros. Discovery's decision to revert to the HBO Max branding after initially dropping the HBO name. In a conversation, he highlighted the branding challenges faced by legacy media companies and emphasized Netflix's advantage of having a singular brand from its inception. Sarandos was previously surprised by the removal of the HBO name and reiterated the importance of a consistent brand identity to consumers. He also humorously mentioned his cameo in an Apple TV+ show, suggesting a playful take on the competitive streaming landscape.
Despite the variety of content, Sarandos previously made it known that he was surprised WBD had dropped "HBO" from the name of the streamer. "They put all that effort into one thing that they can tell the consumer - it should be HBO," he told Variety earlier this year.
Sarandos said that branding was one area in which Netflix had an easier time than its legacy media rivals. He noted, "We have the luxury of being one brand from the beginning."
Sarandos pointed out the significant branding challenge that Warner Bros. Discovery faced, stating, "They had so many years trying to start with so many different brands, that this move makes sense."
He jokingly added that making an appearance in Apple TV+'s "The Studio" could lead to a humorous Emmy moment, saying, "It would be the most meta moment of television for me to win an Emmy and thank my friends at Apple."
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