HBO Max is adopting TikTok's most effective strategy to assist you in discovering something to watch.
The app now features a TikTok-style vertical feed.
HBO Max
Streaming platforms face a significant issue with content discovery: many users are turning to TikTok for viewing recommendations instead. In response, HBO Max has decided to incorporate a similar endless scrolling experience into its app.
So, what is HBO Max Shorts?
HBO Max Shorts is a fresh vertical, scrollable feed that showcases iconic and memorable scenes from the service’s content library. Users can access it by tapping a dedicated “Shorts” icon located in the bottom navigation menu.
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This feed includes trailers, clips, and additional content personalized based on your viewing history. If something piques your interest while scrolling, you can immediately dive into the full episode or film or add it to your “My List” without exiting the feed.
Currently, this feature is being rolled out to select iOS users in the United States, with plans for broader device and market availability in the future.
In the background, an internal AI tool analyzes scene-level metadata from thousands of hours of HBO Max content to identify impactful moments. Nonetheless, human editors retain the final decision on which impressive scenes and plot twists are included.
What other innovations is HBO Max exploring concurrently?
In addition to this, an experimental conversational search feature titled “Ask HBO Max” is also launching today, starting on Android and limited to adult users in the US.
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Instead of focusing solely on exact keywords, it interprets user intent through natural language, allowing phrases like “dysfunctional family drama” or “best movie for a girls' night in” to yield relevant recommendations. This is one of the most notable updates the platform has seen in quite some time.
HBO Max product executive Liesel Kipp states that both new tools are designed to align with existing user habits, such as browsing short clips and casually asking questions—now specifically tailored to HBO Max’s own content library.
For years, streaming services have noted that users often discover content on TikTok before even accessing their app. HBO Max has evidently concluded that incorporating that scrolling behavior into its platform is more effective than continually losing viewers to another app and its algorithms.
For over five years, Shikhar has actively simplified consumer tech developments and conveyed them…
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Other articles
HBO Max is adopting TikTok's most effective strategy to assist you in discovering something to watch.
HBO Max's latest Shorts feature introduces a TikTok-like scrollable feed of clips and trailers within its app, utilizing AI, along with a natural language search function.
