Warner Bros. Discovery plans to initiate A/B testing on HBO Max photo thumbnails, a strategy previously used by competitors like Netflix, Disney+, Hulu, and Peacock. The A/B testing system will randomly display multiple thumbnails for each title and later show the most engaging one to the entire user base. Initial tests will occur on a limited selection of popular content, with a broader rollout expected by the first half of 2026. WBD aims to personalize thumbnails for users, following successful models from other streaming services.
Warner Bros. Discovery is preparing to roll out A/B testing on HBO Max photo thumbnails for the first time, enhancing user engagement through randomized thumbnails.
The project will display several thumbnails for each HBO Max title, ultimately choosing the one that drives the most engagement after testing.
This rollout allows WBD's flagship streamer to catch up with rivals like Netflix, which began A/B thumbnail testing nine years ago.
WBD desires to eventually personalize thumbnails for users, similar to Netflix, enhancing the viewer's selection experience.
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