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If you\u2019ve been on Max lately, you might\u2019ve noticed more personalized rows of content across your entire homepage. That\u2019s because the streaming service formerly known as HBO Max<\/a> <\/strong>rolled out a new \u201cwhole page optimization\u201d system in the US last month to get viewers to keep coming back \u2014 and Warner Bros. Discovery says it\u2019s working.<\/p>\n<\/div>\n Liesel Kipp, Warner Bros. Discovery\u2019s senior vice president of global streaming product, tells The Verge<\/em> that the company has seen a \u201cmeaningful lift\u201d in how long viewers watch content on Max, how many times they come back, and the types of shows people end up watching. \u201cThe system can really help consumers find those hidden gems on Max,\u201d Kipp says.<\/p>\n<\/div>\n Similar to other content algorithms, like the one used by Netflix<\/a>, Max\u2019s new system uses your viewing history and patterns to figure out which shows or movies you like best. It then uses that information to serve content in personalized categories.<\/p>\n<\/div>\n As an example, you may see a collection titled \u201cheart-pounding thrills\u201d toward the top of the page if you\u2019re into thrillers or another titled \u201csupernatural scares\u201d if you like horror. Previously, Kipp says Max used a combination of human curation and personalization, but it was only limited to individual rows of content. The new system changes the look of your whole homepage to match your taste.<\/p>\n<\/div>\n At the same time, Max will ensure you don\u2019t see repeat titles on your homepage while making content it thinks you\u2019re not interested in less visible. \u201cWe\u2019re going to refine and make sure those collections and those rails that are most relevant to you are the things that bubble up,\u201d Kipp says. \u201cWe\u2019ll always balance that with what\u2019s really important on the platform.\u201d That means Max will still prominently display some of its most popular titles, like House of the Dragon<\/em>, even if you\u2019re not into them.<\/p>\n<\/div>\n Max has other plans for content personalization down the line as well. That includes a Netflix-esque rating system<\/a> the service is testing that will let you rank titles as \u201clove,\u201d \u201clike,\u201d or \u201cnot for me.\u201d Max is also experimenting with using AI to pick up on social and emotional context within titles to apply to recommendations. <\/p>\n<\/div>\n With so many streaming choices out there, it\u2019s become even more important for streamers to get subscribers to stick around. After all, Netflix\u2019s content recommendation system is one of the reasons why it has ballooned to nearly 270 million global subscribers<\/a>. Other services, like Disney Plus<\/a>, have reportedly considered implementing a similar system.<\/p>\n<\/div>\n