Max's new personalized homepage boosts viewer engagement, says exec

Warner Bros. Discovery’s streaming platform, Max (formerly HBO Max), is seeing tangible results from its newly implemented “whole page optimization” system. Designed to offer a hyper-personalized viewing experience, the technology has led to significant increases in viewer engagement, according to Liesel Kipp, the company’s senior vice president of global streaming product.

Since its US rollout last month, the platform has observed a notable uptick in viewership duration, return visits, and discovery of niche content. Kipp attributes this success to the system’s ability to accurately predict viewer preferences based on their viewing history and behavior.

Related /

Unlike previous iterations that focused on individual content rows, the new system transforms the entire homepage into a customized landscape tailored to each user. By curating content collections based on viewer interests — such as “heart-pounding thrills” or “supernatural scares” — Max is effectively creating a more immersive and satisfying viewing experience.

While the platform prioritizes personalized recommendations, it also ensures that popular titles remain prominently featured. This balanced approach aims to cater to both the individual and the broader audience.

Max is continuing to refine its personalization capabilities. The platform is currently testing a user-rating system that allows viewers to categorize titles as “love,” “like,” or “not for me.” Additionally, the company is exploring AI-driven techniques to analyze the emotional and social context of content, further enhancing recommendation accuracy.

As competition in the streaming industry intensifies, personalization has emerged as a critical factor in driving subscriber growth and retention. With platforms like Netflix demonstrating the power of effective recommendation systems, Max’s focus on tailoring content to individual tastes is a strategic move to differentiate itself in the market.