HBO Max embraces vertical video with a new 'Shorts' feed
News Source
β’Tue, 28 Jul 2026 17:57:57 +0000
π° What Happened
HBO Max is adding a TikTok-like vertical video feed called 'Shorts' to its platform, along with an experimental AI-powered conversational search feature. The Shorts feed will show trailers, clips, and bonus content customized to each user's viewing history. If users find something interesting, they can start watching the full show or movie immediately or save it to a watch-later list.
The clips are powered by an AI tool that analyzes thousands of hours of content using scene-level metadata to find the most compelling moments. HBO Max editors then decide which clips best represent the library. The feature is being tested with select iOS users in the US before a wider rollout.
π The Backstory
HBO Max joins Netflix, Disney+, and Peacock in adding vertical video feeds to help users discover content. Streaming services are struggling with content discovery as their libraries grow larger β users often spend more time browsing than watching. Short-form video, popularized by TikTok and Instagram Reels, has become a preferred way for many people to find new content.
The AI conversational search feature is another attempt to improve discovery. Instead of typing keywords, users can ask natural language questions to find movies and shows. This reflects a broader trend of streaming platforms using AI to improve user experience and compete for viewer attention in an increasingly crowded market.
π― Why It Matters
How you find something to watch is changing. Streaming services are copying TikTok's style to keep you engaged, and AI is being used to decide what clips you see. This affects how shows and movies get discovered β and which ones get ignored.
HBO Max is adding a TikTok-like vertical video feed called 'Shorts' to its platform, along with an experimental AI-powered conversational search feature. The Shorts feed will show trailers, clips, and bonus content customized to each user's viewing history. If users find something interesting, they can start watching the full show or movie immediately or save it to a watch-later list.
The clips are powered by an AI tool that analyzes thousands of hours of content using scene-level metadata to find the most compelling moments. HBO Max editors then decide which clips best represent the library. The feature is being tested with select iOS users in the US before a wider rollout.
HBO Max joins Netflix, Disney+, and Peacock in adding vertical video feeds to help users discover content. Streaming services are struggling with content discovery as their libraries grow larger β users often spend more time browsing than watching. Short-form video, popularized by TikTok and Instagram Reels, has become a preferred way for many people to find new content.
The AI conversational search feature is another attempt to improve discovery. Instead of typing keywords, users can ask natural language questions to find movies and shows. This reflects a broader trend of streaming platforms using AI to improve user experience and compete for viewer attention in an increasingly crowded market.
How you find something to watch is changing. Streaming services are copying TikTok's style to keep you engaged, and AI is being used to decide what clips you see. This affects how shows and movies get discovered β and which ones get ignored.