July 20, 2021
HBO Max and Snapchat July 20 announced a partnership whereby users of the social media platform in the U.S. can watch select episodes of Max programming virtually alongside their friends for free through Snap Minis — Snap’s platform for shared videos.
Max is the first major streamer to build a platform to bring full-length episodes to Snapchat. The HBO Max Mini launches instantly in Snapchat with no installation required, offers age-appropriate episodes based on the user’s age, and is available on iOS and Android.
Through Snapchat’s HBO Max Snap Mini, users can watch a selection of content from the Max catalog through shared playback, while chatting and sharing Bitmoji reactions. This partnership provides an additional avenue for people to congregate around and forge meaningful relationships with culture-defining shows.
“Our partnership with Snapchat is another step towards fulfilling that desire for human connection and providing our fans with co-viewing opportunities, while deepening their emotional relationship with the brand,” Sarah Lyons, EVP of direct-to-consumer global product management for HBO Max, said in a statement. “We believe humans value recommendations that come from other humans, so having the opportunity for friends to suggest, and then subsequently watch content together paves the way for more meaningful discovery.”
Upon entering the Max Mini platform on Snapchat, users will be required to enter their birthdate to access a curated collection of free, age-appropriate pilot episodes. Viewers can then invite up to 63 other “Snapchatters” by sending an in-chat message with a link to join the Mini, or by sending a clickable sticker link with the image of the show via Snap’s camera. Once the shared users are in the Mini with their group, they can watch an episode through synchronized playback together, chat and share Bitmoji reactions throughout the show.
Following each episode, users 18 years and older will be presented with the option to go to Max to subscribe, continue watching the series and explore the entire catalog. Max costs $14.99 monthly without ads; $9.99 with advertising.
At launch, pilot episodes (Season 1, Episode 1) available on the Max Mini include “Craftopia,” “Euphoria,” “The Flight Attendant,” “Game of Thrones,” “Genera+ion,” “Gossip Girl,” “Looney Tunes,” “Love Life,” “Lovecraft Country,” “Selena + Chef,” “Titans,” “Warrior,” “World of Calm” and “Betty.”
“Snap Minis offer a new way for HBO Max to create social experiences for fans of its programming, complementing our incredible Snap Originals and partnered content available on Discover,” said Alston Cheek, director of platform partnerships.