Starting this week, Max is launching an upgraded browsing experience for U.S. subscribers, featuring dynamic video previews on its homepage. The new feature allows users to hover over a title with an available preview, triggering an automatic playback at the top of the homepage. This update aims to immerse viewers in content immediately, streamline discovery, and provide richer context for titles. The rollout builds on Max’s earlier success with video previews accompanied by audio in the homepage’s hero carousel, introduced earlier this year.
To ensure user control, Max is offering customizable settings. Subscribers can toggle video and audio playback on or off through the settings and playback menu. The feature will be available across all subscription tiers for U.S. adult profiles on connected TV devices, making it accessible to a wide range of users.
Tyler Whitworth, Max’s Chief Product Officer, emphasized the feature’s benefits, stating, “This experience makes it easier for customers to confidently decide what to watch by providing more context through short video previews. It empowers them to make a more informed, and ultimately better choice on what to watch and helps them discover more titles they know they’ll enjoy.” The update reflects Max’s ongoing efforts to enhance user engagement and satisfaction through intuitive design.
In the coming weeks, Max will also begin introducing an AI-assisted tool to further refine its preview system. The in-house technology will identify “Drop-In Moments”—popular or recognizable short scenes from Max’s extensive library—for use as video previews. The tool will recommend standout moments, which the Max team will then select for homepage integration. This approach aims to highlight compelling snippets that capture the essence of a title, enticing viewers to explore further.
Avi Saxena, Chief Technology Officer at Warner Bros. Discovery, highlighted the tool’s efficiency, noting, “This AI-driven technology will enable us to identify Drop-in Moments for the vast catalog of content on Max and significantly reduce the manual time needed to curate previews. It reflects our broader commitment to using AI to transform the way audiences find and connect with content on Max.” The AI tool represents a step forward in leveraging technology to curate personalized and engaging experiences.
Max’s latest updates underscore its focus on combining user-friendly features with innovative technology to enhance content discovery. As streaming platforms compete for viewer attention, such improvements aim to keep subscribers engaged and satisfied. The dynamic previews and AI-assisted curation are expected to roll out smoothly, with Max continuing to monitor user feedback to refine the experience.
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