HBO Max is testing a vertical video feed for trailers and an AI-powered search feature to improve content discovery. These updates reflect a broader trend among major streaming platforms to help users navigate massive content libraries more effectively.
Detailed Coverage
Warner Bros. Discovery-owned streaming service HBO Max has introduced new features aimed at enhancing how users discover movies and shows. The company is currently testing a vertical video feed, similar to platforms like TikTok and Instagram Reels, which displays trailers and clips. This interface change is designed to help viewers quickly sample content from the platform's extensive library, addressing a common challenge faced by large streaming services where users often struggle to decide what to watch next.
AI-Driven Content Discovery
To power these features, HBO Max is employing artificial intelligence tools that scan film and television content at a scene level. This process identifies key moments, which are then curated by editors to create engaging clips for the new feed. The system also uses individual watch history to offer personalized recommendations. If a user finds a trailer appealing, they can choose to stream the full title or save it for later viewing. This strategy is part of a wider effort by streaming companies to increase the time users spend on their platforms by reducing the friction involved in browsing.
Conversational Search Capabilities
Alongside the video feed, the company is piloting an AI-powered conversational search function. This tool allows subscribers to use natural language to find content, moving away from traditional keyword-based searches. For example, a user could search for a specific mood or genre, such as "dysfunctional family drama," and receive tailored suggestions. Similar AI search features have already been integrated by competitors like Netflix and Amazon, signaling a shift toward more intuitive content navigation across the streaming industry.
Streaming Sector Context
These updates arrive as the global streaming industry faces intense competition for viewer attention. Major platforms including Netflix, Disney+, and Peacock have increasingly adopted vertical video formats and AI-driven curation to improve engagement. For a service like HBO Max, improving discovery is a strategic priority, as higher engagement often correlates with lower churn rates—the speed at which subscribers cancel their memberships.
The features are currently in a testing phase, with the vertical feed available to select iOS users in the United States and the AI search being tested with some Android users. The company has indicated plans for a wider release across more devices and regions in the future. Investors will likely monitor whether these tools successfully increase time spent on the platform and if they contribute to stable or growing subscriber numbers in subsequent quarterly reports.