Max — Sarah Page ✎﹏﹏﹏﹏

Max 🌀

The Streamer Formerly Known as HBO Max had a different TOV than its predecessor. Named “the one to watch,” we were tasked with positioning Max as the streamer for everyone.

With a good portion of our team gone after the latest company merger, I was tasked with leading copy for launch across several verticals: web, in-app, email, and push.

A new brand also meant new room for experiments, like Max Rewind, a personalized year-end recap for subscribers.

See more details about my time at HBO Max (2025-present) and HBO Max (2021-2023).

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Max Rewind ⏪

The Task

For two years in a row, we provided subscribers with a personalized year-end recap in the Max app. It was a huge cross-functional effort that required a ton of trial and error. I worked closely with designers, developers, and strategists to craft a final result that struck the perfect tone.

The Challenge

While Spotify Wrapped fans love seeing themselves in the top 1% of listeners for their favorite artist, the same enthusiasm doesn’t exactly translate to TV. I had to find a way to craft the messaging so users wouldn’t see their viewing habits and think, “Wow, I watch way too much TV. I should really cancel my Max subscription.”

The Outcome

Messaging was always celebratory and encouraging — never judgy. We developed a system that paired users up with a unique character based on their viewing habits. And as you’ll see below, users loved it.

The Stats

In 2024, 47% of subscribers participated in Max Rewind, up from our average 5% participation rate for in-app messages. This means we created an 840% lift in channel health. Max Rewind also led to a 31% increase in watch rates and a 59% increase in My List adds, one of our strongest markers for retention.