Max’s New Homepage Personalization Technology Keeps Visitors Coming, Executive Says

If you’ve been using Max recently, you may have noticed more personalized content rows across your homepage. That’s because the streaming service formerly known as HBO Max Warner Bros. Discovery Corp. launched a new “full-page optimization” system in the US last month to keep viewers coming back – and Warner Bros. Discovery says it’s working.

Liesel Kipp, senior vice president of global streaming products at Warner Bros. Discovery, explains The edge Kipp said the company has seen a “significant increase” in the amount of time viewers watch content on Max, the number of times they return and the types of shows they end up watching. “The system can really help consumers find those hidden gems on Max.”

Similar to other content algorithms, like the one used by Netflix, Max’s new system uses your viewing history and habits to determine which shows or movies you like best. It then uses that information to suggest content in personalized categories.

For example, you might see a collection called “thrilling chills” at the top of the page if you like thrillers, or one called “supernatural scares” if you like horror. Previously, Kipp explains, Max used a combination of human selection and customization, but it was limited only to individual rows of content. The new system changes the look of your entire home page based on your tastes.

At the same time, Max will make sure you don’t see repeated titles on your homepage while making content you’re not interested in less visible. “We’re going to refine and make sure that the collections and rails that are most relevant to you are the ones that stand out,” Kipp says. “We’ll always find a balance between that and what’s really important on the platform.” That means Max will still prominently display some of its most popular titles, like The Dragon Houseeven if you are not interested.

Max also has other content personalization projects coming. This includes a Netflix-like rating system that the service is testing that will let you categorize titles as “love,” “like,” or “not for me.” Max is also experimenting with using AI to detect the social and emotional context of titles to apply that to recommendations.

With so many streaming options available, it’s become even more important for streamers to retain their subscribers. After all, Netflix’s content recommendation system is one of the reasons its global subscriber base has soared to nearly 270 million. Other services, like Disney Plus, have reportedly considered implementing a similar system.