The global streaming market experienced a dynamic period in May 2025, marked by strategic rebrands, expansions into new territories and business models, and technological updates across various platforms and regions. These moves signal a continued evolution in how media companies approach digital distribution and audience engagement.
Warner Bros. Discovery Considers Max Rebrand
Among the most closely watched developments was the potential strategic shift by Warner Bros. Discovery. The entertainment giant is reportedly considering a rebrand of its streaming service Max back to its previous moniker, HBO Max. This change is anticipated to occur during the U.S. summer of 2025. The rationale behind this potential move, according to reports, is to re-emphasize the platform’s identity with HBO’s premium content, suggesting a strategic pivot back towards leveraging the strong brand recognition associated with the critically acclaimed network.
Latin America Sees Accelerated FAST Adoption
Latin America emerged as a hotbed for activity, particularly in the burgeoning Free Ad-Supported Streaming Television (FAST) sector. In Brazil, Kwai launched “Sua Novela,” a new FAST platform dedicated to short fiction content. Initially available on Android devices, this launch highlights the platform’s strategy to tap into the demand for easily digestible, ad-supported entertainment tailored for mobile consumption.
Further underscoring the growth of FAST in Brazil, Watch Brazil introduced its own ad-supported service, Watch Free. Announced at the 2025 Abrint Global Congress, Watch Free offers consumers access to eight live channels alongside a library of over 500 on-demand titles. These launches collectively indicate a significant push towards expanding the reach and variety of free streaming options available in the key Latin American market.
MUBI GO Expands Cinematic Offering in Mexico
Independent film streaming service MUBI continued its international expansion with the launch of its MUBI GO feature in Mexico on May 29th, 2025. MUBI GO enhances the standard MUBI subscription by offering members one hand-picked cinema ticket each week for a curated film playing in local theaters. The service is priced at USD 14.30 per month, with a promotional rate of USD 9.20 for the first month, aiming to connect online film discovery with the theatrical experience.
Brazilian Broadcaster Record Updates Digital Presence
Brazilian broadcaster Record undertook a significant update to its digital platform. Its streaming service, previously known as PlayPlus, was rebranded as RECORDPlus. This change wasn’t merely cosmetic; the updated platform incorporates new cloud-based technology and is set to feature personalized ads, signaling a move towards more sophisticated technological infrastructure and targeted advertising strategies to enhance user experience and monetization.
Japan Explores Hybrid Content Delivery Models
In Japan, a notable trial is set to commence in June 2025. Japan Digital Serve will pilot a new “Streaming Channel” accessible via its Milplus service. This initiative aims to offer curated regional cable TV content through a streaming format, exploring hybrid models that bridge traditional linear broadcasting with on-demand digital delivery and potentially expanding the accessibility of local programming.
CNN Prepares for Enhanced Streaming Offering in U.S.
Meanwhile, the news sector continues to refine its digital strategy. CNN is preparing to launch a new streaming product in the fall of 2025 in the United States. This offering will be integrated as part of its existing All Access subscription tier, providing subscribers with comprehensive access to CNN’s live channels, catch-up programming, and on-demand content. The service is designed to be available across multiple platforms, including the CNN app, connected TVs, and CNN.com, consolidating access for committed news consumers.
Collectively, the developments observed in May 2025 highlight a global streaming market that remains highly competitive and dynamic. Companies are actively experimenting with branding, regional strategies, content windows (from short fiction to theatrical releases), technological infrastructure, and diverse monetization models, from premium subscriptions to ad-supported free services, in their ongoing efforts to capture and retain audience attention in an increasingly fragmented landscape.
