Max is joining the growing list of streaming services that offer 24/7 cable-like channels. On Wednesday, Warner Bros. Discovery announced that it’s testing a set of always-on channels with collections of HBO shows, movies, and documentaries and it’s rolling them out to a small group of ad-free subscribers in the US.
Max is launching five channels to start, including one called HBO Comedy for original series like Curb Your Enthusiasm, documentaries about comedians, and comedy films. There’s also an HBO Signature channel for dramas, HBO Zone for classic series and movies, and HBO and HBO 2 channels dedicated to premieres and current content.
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Image: Warner Bros. Discovery
Just like the free ad-supported streaming services like Pluto, along with the curated channels on Disney Plus, Amazon Prime Video (RIP Freevee), Paramount Plus, and Peacock, the new HBO channels on Max are supposed to make it easier to jump into content when you’re not sure what exactly you want to watch (or maybe just want to listen to something in the background). Max has already launched a similar always-on channel feature in Europe.
The test allows Max to experiment with more kinds of curated channels, including live channels tailored to users’ preferences. “We’re excited about even longer term, about personalizing more of that experience and potentially bringing channels oriented to the specific interests of a specific user,” Tyler Whitworth, Warner Bros. Discovery’s chief product manager, said during an interview with The Verge. He added that this would roll out in the “later phases” of the channels experience.
If you’re included in the test, you’ll see a row called “Channels” on your Max homepage. When you select a channel, you’ll jump into the show or movie that’s playing and have controls to restart, rewind, and fast-forward the content.