Max, the streaming service formerly known as HBO Max, has been making big changes. Over the past year, more than 120 new features have been added to the app.
Some updates have made it easier to find and watch content, while others—especially new ads—have annoyed users.
At the same time, Max has been expanding across the world. The service has launched in 73 new countries in just nine months. However, some regions, like the UK, will have to wait longer for access.
Let’s take a look at the biggest changes, both good and bad.
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Better Navigation and Content Discovery
Max has improved how users browse for content. The navigation tools that used to be at the top of the screen have been moved to a left-side menu. This makes it easier to find shows, movies, and settings.
Another helpful feature allows users to browse similar titles while watching a movie or TV show. If you want to find something new without stopping your current show, you can now check out recommendations in a drop-down menu.
Also, after finishing a movie or show, Max will automatically start playing a related title after 25 seconds if you don’t select something else—just like Netflix.
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Autoplay Trailers on the Homepage
Max has introduced autoplay trailers, similar to Netflix. Now, when you scroll through the homepage, trailers start playing with sound.
While some users like this feature because it gives them a quick look at new content, others find it annoying and distracting. This feature is currently only available in the U.S., but it could expand to other countries later.
Live HBO Channels Added to Max
For those who miss traditional TV, Max has added live HBO channels to the app in the U.S. Subscribers can now watch HBO, HBO 2, HBO Signature, HBO Comedy, and HBO Zone just like on cable TV.
This means viewers can enjoy scheduled programs without having to search for individual shows.
Multiview Feature for Sports Fans
Max is also focusing on live sports streaming. During the 2025 NASCAR Cup Series, Max introduced a multiview feature, which lets fans watch multiple camera angles at the same time.
Other streaming services like Apple TV and YouTube have similar sports features, so Max is trying to keep up with the competition.
Global Expansion & More Accessibility
Max has been rolling out to more countries than ever before. In November 2024, it launched in Taiwan, marking its first big step into the Asia-Pacific market.
Another major update is a new American Sign Language (ASL) version of the hit show The Last of Us Season 2, which premieres on April 13, 2025. This version will allow Deaf and hard-of-hearing audiences to experience the show with professional sign language performers.
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More Ads, More Complaints
While some updates have improved the app, Max has also added more ads, which many users dislike.
Some of the new ad features include:
- QR Code Shopping: Viewers can scan a code to buy products related to what they’re watching.
- Sponsored Content: Max now shows recommended shows or movies that are actually paid ads.
- Moment-Based Ads: Special ads appear during certain moments in a show, trying to make them more “interactive.”
These features are similar to what Prime Video has been doing, making both platforms feel more ad-heavy.
More Content, but Lower Streaming Quality?
Max has also been expanding its content library. One notable new addition is Sing Sing, an Oscar-nominated drama starring Colman Domingo.
However, some subscribers have noticed lower video quality. Reports suggest that Max has changed its compression settings, which can result in lower bitrates, especially in dark scenes or fast-moving action.
While the app still supports 4K HDR, these changes have raised concerns about whether Max is reducing quality to save on streaming costs.
Big Subscriber Growth & Future Plans
Despite some complaints, Max has been growing fast. In the last few months of 2024, the platform added 7.2 million new subscribers, the highest increase since 2020.
Looking ahead, Max expects even bigger profits in 2025, with streaming revenue predicted to reach $1.3 billion. A big part of this success is coming from its global expansion and new tech features.
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Final Thoughts
Max is working hard to compete with Netflix, Prime Video, and other top streaming services. While many updates—like better navigation, live HBO channels, and sports features—are great, the increase in ads and autoplay trailers has annoyed some users.
With its global expansion continuing, Max is likely to keep growing. But as it adds more features, it will need to find a balance between improving the user experience and making more money from ads.
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