Another major SVOD platform is entering the vertical video space: HBO Max has added a mobile scrolling feed intended to help subscribers discover new content.
HBO Max Shorts features trailers, clips, and bonus content; if a user wants to watch the long-form, they can start watching immediately or add it to “My List” directly from the feed. This feature is being tested with select iOS users in the U.S. and will eventually be added to more devices and markets.
An in-house AI tool is powering the reformatting of content for vertical, with HBO Max editors then choosing the best scenes. Sports content will be added as the feature expands.
Deepna Devkar, SVP of machine learning engineering at Warner Bros. Discovery, commented, “We’re thrilled to launch this application of AI to accelerate the creation of these clips and look forward to quickly expanding to make even more of our amazing content offering discoverable through this new feature.”
HBO Max is also experimenting with a new conversational search experience, available to adult users via Android mobile and accessible from the search page under “Ask HBO Max.” This feature will also eventually be rolled out to more devices and markets.
“These new mobile features build on intuitive, familiar behaviors subscribers use every day,” said Liesel Kipp, EVP of product management at Warner Bros. Discovery. “Both ‘HBO Max Shorts’ and ‘conversational search’ translate those behaviors into new ways to discover programming across the HBO Max service, making it easier and more seamless for subscribers to find something to watch.”
