HBO Max adds shuffle button
HBO Max is rolling out a shuffle button that randomly selects episodes, rather than shows. Many viewers know they want to watch a specific show, but don’t know where to start, so this button will do the work for you. HBO Max said the button is one of its most requested features. Streaming rivals like Netflix, Amazon, and Hulu, have similarly experimented with shuffle functions on their apps. Currently, the shuffle feature is available for 45 series on HBO Max, giving you 45 options for streaming next time you’re having trouble finding something to watch.
The NPD Take:
- Lean back is back; with an infinite amount of content available, this feature should be attractive to viewers who just want to turn the TV on and watch their favorite show.
- Old school: remember tuning in at, say 11PM, to watch Cheers or Seinfeld waiting to see which episode was airing in syndication? This new feature does essentially that, just whenever you opt to sit on the sofa.
Netflix explores adding password sharing fee
Netflix is experimenting with adding a fee for account-sharing outside households as it looks for ways to boost revenue. Earlier this month, Netflix said it was testing a new feature in Chile, Costa Rica and Peru that would allow primary account holders to add up to two users outside their households for a small fee. Like past supposed crackdowns on password sharing, it’s not clear whether this new fee structure will ultimately be rolled out worldwide. In March 2021, Netflix said it would start occasionally prompting users to verify their credentials to continue using their accounts, but the feature was given a limited rollout and didn’t become permanent.
The NPD Take:
- This feature seems more likely to stick around in developing markets as ARPU there remains much lower than in mature markets. Regardless, it’s all about bolstering revenues as subscribe growth stalls.
- We’ve already been trained by Netflix to pay for more concurrent streams. While there has been backlash suggesting this will alienate subscribers, it’s unlikely to have a major impact.