The Streaming Name Game: Decoding the Battle of Branding
In the vast ocean of streaming services, a name can make all the difference. When Disney launched its ambitious streaming platform in 2019, it faced a pivotal question: what to call this challenger to Netflix, a service designed to outshine Hulu? The answer was astonishingly simple yet profoundly impactful: Disney+.
From Disney+ to Industry Shockwaves
This straightforward name conveyed a powerful message—“Disney, and then some.” The name’s resonance was so strong that it sparked a wave of imitators across the industry. Soon after, we saw platforms rise with names like Paramount+, Apple TV+, Discovery+, and AMC+. Interestingly, Disney didn’t invent the "+"—that honor goes to ESPN+, which debuted a year earlier.
HBO Max to Simply Max: A Brand Misstep?
Flash forward to May, and the world of branding saw another twist as Warner Bros. Discovery decided to de-brand HBO Max back to its original moniker. The abbreviation “Max” is nearly indistinguishable from “Plus," leading to confusion amidst a rapidly shifting landscape. As companies rename and reposition themselves to stand out, the challenge intensifies—the risk of alienating potential viewers and award voters looms large.
Following the merger of AT&T’s WarnerMedia and Discovery in 2022, executives sought to redefine HBO Max simply as “Max.” The intent was clear: to illustrate that Max was not limited to the HBO brand—arguably the most powerful name in television. Unfortunately, this rebranding effort didn’t resonate well, leading to a quick backtrack.
The Power of Names in the Streaming Universe
Take NBCUniversal for example. When it introduced its streaming service in 2020, it opted for the somewhat whimsical name Peacock, a nod to its nostalgic logo. Although it’s playful, it raises eyebrows—after all, how serious can a service with such a name be? Yet, it’s an improvement over its short-lived predecessor, Seeso.
A more puzzling case is Versant—once known as SpinCo. This new entity is a medley of cable channels and digital assets that NBCU had been ambivalent about. As the CEO proclaimed, "Versant" symbolizes adaptability and a modern media vision, though its depth remains questionable.
ESPN: Simplifying the Brand
Over in the sports domain, Disney again took a direct approach with its ESPN streaming service. Opting simply for ESPN, it reflects a strategy of clarity but adds confusion because it runs alongside existing platforms like the ESPN app and ESPN+. The cluttered landscape only raises questions—would a name like “Flagship” have offered better clarity?
Netflix and the Name Game
Even the mighty Netflix isn’t exempt from the branding rollercoaster. The company has revamped its promotional strategy behind Tudum, a name derived from the sound bite preceding its content. While the event is heavy on promotion, the branding does pose a challenge—can audiences grasp its purpose amidst the noise?
Taglines: The Unsung Heroes of Branding
A well-crafted tagline can often fly under the radar but can salvage a confusing brand name. ESPN, for instance, recently introduced its new tagline: “Sports Forever.” Although more sentimental than its prior title, “The Worldwide Leader in Sports,” it conveys the same fervor and dedication.
Similarly, Starz recently launched a tagline that resonates with clarity: “We’re All Adults Here.” With such a straightforward declaration, potential subscribers quickly understand the service’s essence—a mature, targeted viewing experience.
What Lies Ahead for Versant and Beyond?
While Starz and HBO seem to have a solid grasp on their identities, the mystery surrounding Versant continues. As the industry evolves, the importance of a clear, identifiable brand name becomes paramount.
In this turbulent naming landscape, consumers are left to grapple with a constant flow of branding changes. The struggle isn’t just at the corporate level; it reverberates through boardrooms and living rooms alike.
For every Disney+ that captures imaginations, there are countless brands like Max and Versant that leave audiences searching for clarity. In an era of streaming wars, let’s hope the right names and messages emerge victorious.
This article also appeared in a special issue of The Hollywood Reporter magazine. For more insights and entertainment news, subscribe here.
