We’re not quite there yet, but it sure feels imminent.

The market has spoken here, and quality is the real differentiator.” To put it more plainly: The basic assumption behind the Max branding, that viewers would flock to Discovery’s big buckets of unscripted dross over the decades of quality material in HBO and other Warner Bros.

The media giant says the move is based on refocusing its streaming strategy on "the programming that is working best"