Six Months Post-Launch, Ongoing Gripes with HBO Max Persist
In the ever-evolving world of streaming services, HBO Max is striving to make its mark amidst fierce competition. However, the service's branding and content discovery features seem to be causing some confusion.
Recent observations suggest that HBO Max's homepage is a mash of HBO content and WarnerMedia's additional assets. For instance, scrolling halfway down the page brings up a Gal Gadot-curated watchlist, while the "for you" section recommends a mix of series from the '90s, a poorly rated Christmas-themed rom-com, and The Big Bang Theory. This haphazard approach to content recommendation is in stark contrast to rivals like Hulu, which manage discovery fairly well despite their massive libraries.
The success of Wonder Woman 1984 on HBO Max does not appear to be a sustainable strategy for the service's long-term growth. While the film was released on the platform, it lacked major title discovery beyond the "recently added" and "popular movies" sections. This is particularly evident when compared to Netflix's homepage, which is organised with newly released originals, popular, trending, previously watched titles, and genres.
To improve its recommendation features, HBO Max could consider bringing back the top-of-page carousel, a feature that was absent during our analysis. Furthermore, the service tends to bury non-HBO titles from sources like Studio Ghibli and Adult Swim either entirely or toward the bottom of the page. This could be a missed opportunity, as these titles could attract a wider audience and enhance the platform's appeal.
The company responsible for the algorithm-based recommendations at HBO Max is Warner Bros. Discovery. Despite their efforts, HBO Max still has no clear idea of what it's trying to be more than six months after its launch. If HBO Max wants to remain competitive, it will need to figure out its identity quickly.
On a positive note, HBO Max is continuously tinkering with its content discovery features, a sign that the service is actively working to improve the user experience. Additionally, the service is releasing its full 2021 slate of films on the service, which could potentially attract more viewers.
One intriguing observation is the appearance of shows like His Dark Materials, a series I've never watched, at the top of the HBO Max page. This suggests that the service's recommendation algorithm is capable of surprising and delighting users with unexpected content.
Lastly, it's worth noting that the success of Wonder Woman 1984 has fast-tracked a third Wonder Woman film, demonstrating the potential impact of a successful release on the platform.
In conclusion, while HBO Max faces challenges in its content discovery and branding, it also presents opportunities for growth and improvement. As the service continues to evolve, it will be interesting to see how it navigates these challenges and carves out its unique identity in the crowded streaming landscape.
