#DontStreamOnMax Hashtag Explained: Why Social Media Users Are Boycotting The Streaming Platform

As of lately, a topic that has been trending on X (formerly known as Twitter) is #DontStreamOnMax. Throughout the hashtag, there’s a handful of people detailing why they have chosen to boycott the streaming service. The hashtag began circulating on social media once again at the beginning of last month. The announcement came just shortly after Disney, Hulu, and Max revealed their streaming bundle.

According to user Orions_universe, the breakdown and meaning of the boycott consist of four major parts: “shelving completed films in favor of tax write-offs,” “canceling critically acclaimed shows,” “allegedly not negotiating in good faith for content and licensing,” and “removing diverse content to keep costs down.” Additionally, it’s important to note that the boycott came after it was revealed that David Zaslav, Warner Bros. Discovery CEO, received a pay raise that equaled $49.7 million.

Shortly after the hashtag was created, social media users quickly jumped at the opportunity to express their grievances about the company. They shared that streaming platforms’ programming quality had declined and the cancellation of popular television shows was the final straw. As a result, Max was put on the chopping block, with many people calling for a boycott of the platform.

The backlash seemed to recently pick back up after Taiki Waititi’s gay pirate comedy, Our Flag Means Death, was canceled following its second season. On Monday, a fan-led group on X (formerly known as Twitter) called Adopt Our Crew, made a post referencing a significant date from the show.

June the 3rd…an excellent day to bring back #DontStreamOnMax 👀 pic.twitter.com/D6xne5fM8G

— Adopt Our Crew | #AdoptOurCrew (@adoptourcrew) June 2, 2024

“June the 3rd…an excellent day to bring back #DontStreamOnMax,” the group wrote.

The hashtag was then reignited with users sharing their personal reasons for boycotting the platform. Ironically, the recent criticism coincides with Pride Month and with the series being popular amongst the LGBTQ community, a new conversation surrounding queer representation in the media industry. See what fans had to say about the streaming platform below:

I #DontStreamOnMax because they strategically cancel shows after their 2nd season to avoid paying royalties, shelve completed works for tax write-offs, and reversed a long, rich history of pushing the creative envelope to producing cheap, unscripted slop for homophobic white men. pic.twitter.com/ar8yua1rzM

— SharpenYerSword (@SharpenYerSword) June 3, 2024

I #DontStreamOnMax because they talk “quality” yet cancel their most critically acclaimed, diverse shows in favour of lower performing shows with big IPs. HBO was once a prestigious channel, now it’s leading the death of television. #FireDavidZaslav #OurFlagMeansDeath pic.twitter.com/9LCG3DZuzw

— Lucy 🏴‍☠️❤️🍉 #SaveOFMD (@lucyrosebutler) June 3, 2024

The whole purpose of HBOMax was its huge catalog of good content. But now its slowly being destroyed in favor of boring ass unscripted content. I did not sign up for that. I signed up for HBO. #FireDavidZaslav #DontStreamOnMax

— That Fantasy Chick (@LavallaisPics) June 3, 2024

Thinking about one of the early cancellation casualties, Legendary. Three seasons of pure queer joy, and it was unceremoniously ended then yanked off HBO Max without warning. It’s at risk of becoming lost media because of Zaslav. #DontStreamOnMax pic.twitter.com/0KrvLJcna1

— Our Flag Means Death Frames (@ofmdframes) June 3, 2024

It was so refreshing to have a lighthearted queer show that appealed to older people… #OurFlagMeansDeath is so incredibly unique, but that’s a quality that HBO/Max apparently no longer values 👎 #DontStreamOnMax pic.twitter.com/P6ZBZQo2V9

— AJ #LongLiveOFMD (@ofmdawae) June 3, 2024

a friendly reminder that max is canceling lgbtq+ shows left and right whilst staying loyal to creating a show with an extremely dangerous terf who's actively ruining lives of thousands of trans people so sincerely fuck you max and your fake ass activism. #DontStreamOnMax https://t.co/Ea5JNBiP2D

— ellie | MCM '24 🏴‍☠️ OFMD SPOILERS (@ellmercury) May 30, 2024

I just have one thing to say—#DontStreamOnMax pic.twitter.com/MxfBXHwzm8

— Buttons (Ashley) 🏴‍☠️🏳️‍🌈😈🤡🦄 (@Seven_Sugars) June 3, 2024

I #DontStreamOnMax because they had this beautiful princess but they cancelled him #SaveOFMD pic.twitter.com/R5opPheR1G

— Merryfinches #SaveOFMD (@merryfinches) June 3, 2024

I #DontStreamOnMax because they expect queer shows to do their own marketing, then ask us to get onboard with shows with terrible representation…all so that David Zaslav can get his $50 million bonus. #FireDavidZaslav

— Three Taikas in a Trenchcoat (@pyrategirl) June 3, 2024

#DontStreamOnMax because they’re cancelling well-performing, original content in favour of unscripted pish, deleting entire films for tax right-offs, and telling “Gay Twitter” to support shows that don’t actually serve the queer community.

Basically, #FireZaslav

— Doll Normal🎵 🏴‍☠️ (@dollnormal) June 3, 2024