In a move echoing the rise of cable-like streaming services, Warner Bros. Discovery announced today that it is testing 24/7 linear channels on its Max streaming platform. A small group of ad-free Max subscribers in the US will have access to these channels, which mirror programming found on traditional HBO linear channels.
The new channels include:
- HBO Comedy: Featuring original series like Curb Your Enthusiasm, documentaries about comedians, and comedy films.
- HBO Signature: Showcasing dramatic series and films.
- HBO Zone: Dedicated to classic HBO series and movies.
- HBO and HBO 2: Premiering new content and current favorites.
These channels aim to provide a lean-back experience for viewers who prefer a more passive viewing experience, similar to traditional television. This strategy aligns with other streaming services like Pluto, Disney Plus, Amazon Prime Video, Paramount Plus, and Peacock, which have already embraced curated channels.
Max has already launched similar channels in Europe, and this US-based test will allow the company to gather data and refine its approach. Tyler Whitworth, Warner Bros. Discovery’s chief product officer, hinted at future plans in an interview with The Verge, stating that Max is exploring curated and themed channels, and even personalized channels based on user preferences.
For those included in the test, a “Channels” row will appear on the Max homepage. Viewers can select a channel and jump into the currently playing program, with the ability to restart, rewind, and fast-forward.
This move by Max signifies a shift in the streaming landscape, blurring the lines between traditional television and on-demand streaming. As competition intensifies, offering diverse viewing experiences may be key to attracting and retaining subscribers.