Warner Bros. Discovery is testing a vertical-video "Shorts" feed on HBO Max to help users discover short-form content [1, 2].

The move signals a shift in how streaming giants attempt to capture the attention of younger audiences who prefer bite-sized clips over traditional browsing. By integrating a TikTok-style interface, the platform aims to reduce the friction between discovering a clip and committing to a full-length series or movie.

Testing for the new feature began July 29, 2026, for a select group of iPhone users in the U.S. [3]. The feed is designed to surface highlights and clips that act as gateways to the broader library of content available on the service [1, 3].

This initiative is part of a broader strategy to keep HBO Max competitive with other streaming services that have already adopted vertical feeds [1, 4]. The system utilizes AI to power the discovery process, suggesting content based on user behavior and trends [5].

While the feature is currently limited to specific mobile devices in the U.S., the company is evaluating the impact on user retention and content discovery [3]. The vertical feed allows users to swipe through clips quickly, a mechanic that has become the industry standard for mobile engagement.

Warner Bros. Discovery has not detailed a full rollout schedule for Android users or international markets, but the current pilot focuses on optimizing the conversational search and mobile experience [2, 4].

“HBO Max is testing a vertical-video "Shorts" feed on HBO Max to help users discover short-form content.”

The adoption of a vertical-video feed represents the 'TikTok-ification' of streaming interfaces. As traditional search bars fail to engage users with short attention spans, platforms are pivoting toward algorithmic, lean-back discovery. If successful, this could change how studios market their shows, prioritizing 'viral' moments over traditional trailers to drive subscriptions.