Max has unveiled a new “Channels” feature, allowing subscribers to stream live HBO programming directly through the app. This feature launches with five simulcast feeds and is initially available to a limited number of adult-profile users on the Ad-Free and Ultimate Ad-Free tiers in the U.S. The feature will appear on the homepage, offering viewers the ability to restart, rewind, and fast-forward content. Users can also easily switch between channels directly within the player on select devices. This live programming option adds a new layer to Max’s content discovery experience.
“While Max continues to provide personalized content recommendations for every user, the addition of live channels offers the element of serendipity and another route for content discovery,” Warner Bros. Discovery said in a statement. “This launch provides the infrastructure for future iterations and ongoing innovation of channels including curated collections specifically programmed for Max, featuring themed content from our iconic original programming and robust library.”
At launch, subscribers can explore five distinct channels, each offering unique programming. HBO, the flagship channel, showcases HBO Original premieres, blockbuster theatrical releases, and a vast library of must-see movies. HBO 2 caters to dedicated fans with binge-worthy marathons of current HBO Original series and top theatrical films. HBO Signature highlights prestige drama, featuring iconic HBO series, films, and major drama movies. HBO Comedy delivers laughter with award-winning HBO Original series, stand-up specials, documentaries on legendary comedians, and box-office comedy hits. Finally, HBO Zone serves as a showcase for classic HBO series, documentaries, docuseries, and movies, offering a nostalgic viewing experience.
Max’s foray into live programming mirrors a similar move by Disney+, which launched its “Streams” feature in September. Disney+ reported that Playtime and ABC News streams have already amassed over 10 million hours of viewing, with early signs of increased subscriber engagement.
The launch of Max’s Channels feature also coincides with the platform’s upcoming crackdown on password sharing. Early messaging on this initiative will begin next week, with an "add an extra member" option expected to roll out in the first quarter of 2025.