HBO Max Adds TikTok-Like Short-Form Video Feed & AI Search

HBO Max Introduces Vertical Short-Form Video Feed for Content Discovery

HBO Max has rolled out a new short-form video feed inspired by TikTok, designed to help users quickly find something to watch. The feature, called "Shorts," appears as an icon in the bottom navigation menu and delivers a personalized stream of trailers, clips, and bonus content. Warner Bros. announced the update on Tuesday, emphasizing that the feed uses watch history to tailor recommendations.

How the Shorts Feed Works

When users open the Shorts feed, they see vertical videos that can be tapped to instantly start watching a full TV show or movie, or saved to a watch-later list. The clips are generated by an AI tool that analyzes scene-level metadata across thousands of hours of content to surface the most compelling moments. HBO Max editors then curate the final selection to ensure quality.

AI-Powered Scene Analysis

The AI examines individual scenes and identifies high-engagement snippets, making it easier for viewers to discover shows they might otherwise overlook. This approach mirrors similar vertical feeds already seen on Netflix, Disney+, and Peacock.

Experimental AI Conversational Search Now Available

Alongside the video feed, HBO Max is testing an AI-powered conversational search feature. This tool uses natural language understanding to interpret open-ended queries. For example, users can type "in the mood for a comedy" or "best movie for a girls night in" to receive relevant recommendations.

How It Compares to Competitors

Netflix launched a comparable AI search experience last year, while Amazon offers AI voice search on Fire TVs. HBO Max’s version is currently limited to select Android users in the U.S., with plans to expand to more devices and markets soon.

Availability and Testing

The vertical Shorts feed is initially being tested with a group of iOS users in the United States. Warner Bros. expects to roll out both features more broadly after gathering feedback.

Why Streaming Platforms Are Adopting Short-Form Feeds

As content libraries grow, viewers often struggle to decide what to watch. Streaming services are increasingly turning to short-form video feeds and AI-driven search to simplify discovery. These tools mirror the addictive scrolling behavior popularized by TikTok and Instagram Reels, keeping users engaged within the app.

Benefits for Users

• Personalized recommendations based on viewing habits
• Quick previews of movies and shows without leaving the app
• Natural language search that understands casual phrases

HBO Max’s dual rollout underscores a broader industry trend: leveraging AI and short-form video to compete for viewer attention in a crowded streaming market.