HBO Max Begins Thumbnail Testing to Boost User Engagement, Following in Netflix’s Footsteps

HBO Max is set to introduce A/B testing for photo thumbnails on its streaming platform, marking a significant step in catching up with competitors like Netflix, Disney+, Hulu, and Peacock. The initiative, nicknamed the "multi-armed bandit" by one employee, involves randomly displaying several different thumbnails for each title and selecting the one that generates the most user engagement. This approach aims to optimize user experience and boost the platform’s performance. Warner Bros. Discovery (WBD) confirmed the project, which will initially focus on a small number of popular TV shows and movies. If successful, the Thumbnails Testing Program is expected to expand to most of HBO Max's catalog by the first half of 2026. The company also plans to personalize thumbnails for individual users, similar to Netflix’s advanced techniques. Initially, the thumbnail variations will be created by human designers, but WBD intends to incorporate AI to streamline the process and enhance scalability. Thumbnails have gained significant traction among content creators and streaming platforms alike. Top YouTuber MrBeast, for example, dedicates a team to create around 50 thumbnail variations per video to maximize engagement. Similarly, other platforms have leveraged thumbnails to drive higher click-through rates. Paramount+, for instance, reported a 162% increase in click-through rates after implementing A/B thumbnail testing. Netflix began A/B testing thumbnails in 2016, nearly a decade ago, giving it a considerable head start in optimizing user engagement through visual cues. Disney+, Hulu, and Peacock followed suit, further emphasizing the importance of this feature in the competitive streaming market. WBD has previously employed A/B testing for various aspects of HBO Max but has not focused on photo thumbnails until now. The company’s recommendation system, which utilizes AI, has already seen improvements, with enhanced viewership time, return visits, and playback conversions. However, some software engineers at WBD acknowledge that there is still room for advancement, particularly in integrating more sophisticated AI tools across the platform. The introduction of AI in thumbnail creation aligns with the broader trend of incorporating AI to improve user experiences and content discovery on streaming platforms. Netflix has already rolled out an AI search tool and refreshed its layout to include vertical video, positioning itself as a leader in AI-driven content optimization. Analysts suggest that adding more short-form content could further enhance Netflix's competitive edge against YouTube and TikTok. WBD's efforts to integrate AI into its streaming services demonstrate a commitment to staying relevant in an increasingly AI-focused industry. While there is a recognition that HBO Max's tech has improved significantly, the company acknowledges the need for continued innovation to keep pace with other major players. Industry insiders praise WBD’s move as a strategic and necessary step but note that it highlights the platform’s lag behind competitors. Incorporating AI into thumbnail testing and personalization can significantly enhance user engagement and retention, which are crucial metrics in the streaming wars. With the rapid evolution of AI and the growing importance of personalized content, HBO Max’s decision is timely and reflects the company’s willingness to adapt and invest in cutting-edge technology. Warner Bros. Discovery is a major player in the media and entertainment industry, known for its extensive catalog of films and television series. HBO Max, launched in 2020, has been a key part of WBD's digital transformation strategy. Despite being relatively new, HBO Max has steadily grown its user base and content library, but faces intense competition from established and emerging streaming giants. This investment in AI and user engagement strategies underscores WBD’s determination to secure HBO Max’s position in the market and deliver a superior viewing experience to its subscribers.