HBO Max is embracing vertical video with its new “Shorts” feed

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

HBO Max, like other streaming platforms, is rethinking content discovery as large libraries make it harder 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 a feed of trailers, clips, and additional content. The company says the content that appears in a user’s feed is personalized to their individual taste and preferences based on their viewing history. If users come across a video they find interesting, they can start watching the TV show or movie right away, or they can choose to save it to their watch later list.

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

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

Warner Bros. says: The new vertical feed is first being tested with select iOS users in the US before being 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 can search for terms like “in the mood for a comedy,” “dysfunctional family drama,” or “best movie for a girls’ night out” to find relevant recommendations.

It is 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 taking advantage of AI, as Amazon has an AI-powered voice search experience on its Fire TV devices that responds to open queries about TV shows and movies.

The new HBO Max beta feature is available to select Android users in the US, with plans to expand to more devices and markets soon.