HBO Max adds a vertical video feed to help viewers find shows
Warner Bros. Discovery is introducing a TikTok-style Shorts feed on HBO Max as streaming services look for new ways to surface titles.
Warner Bros. Discovery is rolling out a vertical video feed called Shorts on HBO Max, a move aimed at making it easier for subscribers to discover something to watch. The feature is being added in the United States as streaming platforms compete to keep viewers browsing inside their apps.
The new feed will present short clips in a format similar to TikTok and Instagram Reels, according to reporting from TechCrunch and The Verge. HBO Max is joining services including Netflix, Disney Plus and Peacock, which already use similar vertical feeds to promote shows and films.
The change comes as large streaming libraries have made search and discovery more difficult, while audiences have grown used to swiping through short-form video on social platforms. Warner Bros. Discovery has not said whether the Shorts feed will expand beyond HBO Max or when it will be available more widely.
The launch adds another discovery tool to a streaming market where platforms are increasingly borrowing from social media to keep users engaged.
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