HBO Max embraces vertical video with a new ‘Shorts’ feed

HBO Max is the latest streaming service to add a TikTok-like short-form video feed to its platform to help users find something to watch. The service is also launching an experimental AI-powered conversational search experience, Warner Bros. announced on Tuesday.

HBO Max, like other streaming platforms, is rethinking content discovery as large libraries are making it hard for viewers to find something to watch and as audiences become accustomed to short-form content on platforms like TikTok and Instagram Reels.

With its vertical video feed and AI search feature, the platform is looking to give users more ways to navigate its content library and find something to watch.

The new “Shorts” icon in the bottom navigation menu of the HBO Max app will open up a feed of trailers, clips, and bonus content. The company says the content that appears in a user’s feed is customized to their individual taste and preferences based on watch history. If users come across a video they find interesting, they can start watching the TV show or movie immediately, or they can choose to save it to their watch later list.

Warner Bros. also says the clips included in the video feed are powered by an AI tool that uses scene-level metadata to analyze thousands of hours of film and TV show content to surface the most compelling scenes for discovery. HBO Max editors then decide which clips best represent the streaming service’s library of content.

HBO Max joins streaming services like Netflix, Disney+, and Peacock, all of which feature vertical video feeds to surface clips from their content libraries.

Warner Bros. says the new vertical feed is first being tested with select iOS users in the U.S. before it’s rolled out across more devices and markets.

The new conversational search feature uses natural language understanding to interpret queries and recommend relevant movies and TV shows. For example, you could search for terms like “in the mood for a comedy,” “dysfunctional family drama” or “best movie for a girls night in,” to find relevant recommendations.

It’s worth noting that Netflix launched a similar AI-powered search experience for its users last year. HBO Max and Netflix aren’t the only streaming services leveraging AI, as Amazon has an AI voice search experience on Fire TVs that responds to open-ended inquiries about TV shows and movies.

HBO Max’s new experimental feature is available to select Android users in the U.S., with plans for it to be expanded to more devices and markets soon.