HBO Max Launches Vertical Video 'Shorts' Feed to Compete with TikTok and Instagram Reels

TL;DR

• HBO Max has begun testing a new “Shorts” mobile feed in the U.S. that surfaces vertical clips, trailers, and bonus content to help users discover what to watch next.
• The feed is personalized using watch history and is initially available to select iOS users before expanding to more devices and markets.
• HBO Max is using an AI-assisted editorial workflow to select and verticalize scenes, signaling a broader push to make discovery feel more like short-form social video.

HBO Max Launches Vertical Video 'Shorts' Feed to Compete with TikTok and Instagram Reels

HBO Max is rolling out a new mobile discovery feature called HBO Max Shorts, a vertical, scrollable feed designed to showcase memorable scenes, trailers, and bonus content from its library. The move reflects a broader streaming industry effort to make content discovery faster and more engaging in an era shaped by short-form video habits.

A new discovery layer for a crowded streaming library

The new Shorts feed is positioned as a browsing tool for viewers who want a quicker way to sample HBO Max content without opening full titles right away. Users can tap a Shorts icon in the bottom navigation menu, browse vertically through clips, and either start watching immediately or add a title to My List from within the feed.

That approach matters because streaming services now compete not only on content volume but also on how efficiently they can guide viewers to something they want to watch. HBO Max’s answer is to borrow from the familiar mechanics of social video platforms, where endless vertical feeds and rapid sampling keep users engaged.

Personalized clips, not just random highlights

HBO Max says the feed is tailored to individual preferences using watch history and related signals, so the clips users see are meant to align with their interests. The company is not simply auto-generating highlights; it is combining machine learning with human editorial judgment to decide which scenes best represent a show or movie.

According to the company’s description, an internal AI tool scans thousands of hours of programming using scene-level metadata and suggests high-impact moments for discovery. Editors then review the suggestions and choose scenes that capture major story beats, twists, or visually striking sequences before rendering them into a vertical format.

Why HBO Max is leaning into short-form video behavior

The launch comes as short-form video continues to dominate attention across platforms such as TikTok and Instagram Reels, shaping how audiences expect to discover entertainment. For a large streaming library, the challenge is not just having great content, but making it easy to find in a way that feels immediate and native to mobile use.

By introducing a vertical clip feed, HBO Max is effectively turning its catalog into a more snackable discovery experience. That could help surface older titles, reduce browsing friction, and give viewers a low-commitment entry point into longer-form programming.

Mobile-first rollout, with room to expand

The feature is being tested first with select iOS users in the U.S., with plans to expand to more devices and markets later. HBO Max also says Shorts will eventually grow to include sports content and improve over time based on how users interact with it.

That phased rollout suggests the company is treating Shorts as an experiment in engagement and discovery rather than a one-off UI tweak. If the feature performs well, it could become a core part of how HBO Max promotes its library across mobile devices.

What it means for streaming competition

HBO Max’s move shows how streaming services are increasingly borrowing product ideas from social media to keep viewers engaged and reduce churn. In a market where attention is fragmented, vertical video previews may become a more important tool for discovery than traditional menus, rows, or search alone.

If HBO Max can make Shorts useful rather than gimmicky, it could improve how viewers explore its catalog and potentially influence how other streamers design mobile-first discovery experiences.

AndroGuider Team

Articles written by the AndroGuider team. We try to make them thorough and informational while being easy to read.