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Future of TV Briefing: Why advertisers are finally buying into shoppable TV



Future of TV Briefing: Why advertisers are finally buying into shoppable TV

The Future of TV Briefing this week looks at how shoppable TV is moving from being a shiny new toy to potentially becoming a staple of the TV and streaming business.

Buying from the big screen

The key hits:

  • The pandemic pushed people to get more accustomed to online shopping and QR codes — both of which helped to pave the way for shoppable TV.
  • Advertisers are largely still testing TV campaigns that feature a way for people to purchase a product through the ad.
  • Some advertisers are seeing shoppable TV ads’ performance meet — and even exceed — more digital and retail media formats.
  • Measurement still needs to be sorted out for shoppable TV ads to gain broader adoption.

Shoppable TV is far from new, but the ability for people to purchase products from their TV screens is entering a new era. As the pandemic has made QR codes and online shopping more commonplace, shoppable TV is moving beyond the confines of QVC and 1-800 ads.

“It may appear that shoppable TV has existed but not like this at all,” said entrepreneur Joy Mangano. 

Mangano would know. As documented in the movie “Joy,” she has been one of the foremost faces of shoppable TV for decades, having invented the Miracle Mop and Huggable Hangers, of which she sold more than 157,000 sets in a single day in November 2014. Now she is working with NBCUniversal on “America’s Big Deal,” a live competition show that will premiere on USA Network on Oct. 14 and that indicates this new era of shoppable TV.

In each episode of “America’s Big Deal,” entrepreneurs will pitch their products in hopes of securing distribution deals with HSN/QVC, Lowe’s or Macy’s. What will determine a pitch’s success is how many live viewers purchase the product during the episode through NBCUniversal’s NBCUniversal Checkout platform by scanning an on-screen QR code with their phone.

“This has never been done before,” said Mangano, an executive producer on the show. She added, “I know. I’m in this industry for over 25 years.”

How the pandemic paved the path

So what’s changed that a shoppable TV show is airing in primetime on a non-shopping-centric TV network? A pandemic that has changed everything. Two of the biggest barriers to shoppable TV historically have been people’s continued preference to shop in brick-and-mortar stores and a lack of education around the QR codes that had emerged as the successor to purchase hotlines. Both obstacles have had to be confronted in the past year and a half. 

With in-store shopping limited during the spring of 2020, more people gravitated to shopping online. E-commerce’s share of overall retail sales increased from 16% in 2019 to 19% in 2020, according to the United Nations Conference on Trade and Development. Meanwhile, as people have returned to life outside their homes, they are being exposed more often to QR codes, which restaurants are using in place of physical menus, and their phones now come equipped with built-in scanners.

“10 years ago, you tried to slap a QR code on any media, and people tried to scan it, and they didn’t know how to download a scanner let alone use it,” said Amie Owen, U.S. head of shopper at UM Worldwide. A decade later, and the QR code has become “the universal language across all audiences.”

The universality of the Q4 code and the growing ubiquity of online shopping are opening up more advertisers to shoppable TV. “It’s something that most clients are still somewhat unaware of, and we bring it to them and get the reaction of ‘Oh, that’s interesting. We should test it,’” said Dana Busick, group director at Media Kitchen. 

Path to purchase

While many advertisers may be only in the testing phase when it comes to shoppable TV, those tests are becoming bigger in some respects. For example Volkswagen ran a shoppable TV campaign with NBCUniversal this year in which the auto brand proffered a car for people to purchase through their TVs, according to Josh Feldman, CMO of NBCUniversal’s advertising and partnerships organization. He acknowledged that TV viewers “aren’t just going to buy a car automatically” but described the Volkswagen campaign as indicative of how TV is moving down the proverbial purchase funnel from simply raising people’s awareness of a product to getting them closer to the point of sale. He did not say how many cars were purchased this way.

Of course, shoppable TV isn’t limited to traditional TV but also gaining ground on connected TV screens. NBCUniversal is running shoppable TV ads on its Peacock streaming service, and YouTube announced on Oct. 4 that it is extending its video action campaign ad format to its CTV app so that an advertiser can display a link on the TV screen that a person can open on their phone or computer in order to purchase the promoted product.

Given advertisers’ familiarity with YouTube’s direct-response ads on its site and mobile app, the format’s expansion to CTV could help to win over advertisers into seeing the TV screen as a shoppable medium, Busick said.

What would have the biggest impact among advertisers, however, is evidence that people are willing to interact with shoppable TV ads and programming, especially in comparison to tried-and-true channels like e-commerce platforms, search and social networks. That evidence is accumulating. NBCUniversal’s shoppable TV campaigns, on average, fetch a 73% higher conversion rate than the industry benchmark for commerce-enabled campaigns, which averages around a 1.5% conversion rate, Feldman said.

UM tested shoppable TV ads with some clients during the fourth quarter of last year and saw its performance exceeding digital and “sometimes better than retail media by itself,” Owen said. She added, “more times than not it’s usually meeting or beating benchmarks from a sales perspective.”

Mixing up the media mix

This momentum, though, may be setting up shoppable TV to move into a requisite growing pains phase before it can become a mature medium for advertisers.

Specifically, measurement will need to be sorted out. Evaluating a shoppable TV campaign may seem simple: Did a person scan the QR code on their TV and immediately purchase the product on their phone or laptop? However, not all viewers may instantly opt to buy the product. As a result, shoppable TV can make an advertiser’s overall media mix look better but can also mix up what media is and isn’t working since advertisers cannot separate shoppable TV from non-shoppable TV in their media mix models, said Owen. This means that media mix modeling companies, such as Nielsen and IRI, will need to get involved to standardize measurement across shoppable TV sellers. 

“I don’t think [shoppable TV] is going away. If anything, we need to figure out how it fits into our overall media mixes,” Owen said.

What we’ve heard

“[Connected TV] hardware manufacturers in general want first look when they might consider it to be their user on their hardware. So they’ve developed different mechanisms like their bidder integrated into publishers’ ad stacks to both receive their inventory share and buy back inventory when it’s a known user on their hardware.”

Streaming ad tech executive on CTV device and smart TV makers angling to sell apps’ ad inventory

Trend watch: Streaming subscriber churn

Subscriber retention is the name of the game in the streaming wars, and some services fared better than others in the first half of 2021, according to data from Kantar’s Entertainment on Demand service.

On average, 6% of streaming subscribers canceled at least one subscription during the second quarter of 2021. That overall churn figure provides a baseline by which to gauge which streamers are doing a better job of hanging on to their customers and which are having to fight more than most to keep up their audience bases.

Kantar’s Entertainment on Demand, October 2021

Perhaps unsurprisingly, it seems the newer streamers — including Apple’s Apple TV+ and Disney’s Disney+, which each rolled out in November 2019 — are having a harder time keeping their customers than the old guard of Netflix, Hulu and even HBO Max, with a base of largely legacy HBO subscribers.

Interestingly, free, ad-supported streaming services shed a higher percentage of viewers in the second quarter than they did in the first quarter. Considering that people are not paying for these services, that uptick in audience churn suggests the free streamers’ lower barrier to entry for viewers doubles as a lower barrier to exit.

Numbers to know

140 million: How many subscribers Disney+ is estimated to add between 2021 and 2026.

40%: The percentage share of money Twitch paid to streamers this year that went to the bottom 99% of streamers.

17 million: How many unique TV viewers, on average, are tuning into NFL games across networks this season, a 17% increase year over year.

$250: The minimum amount of money Snapchat will pay to an individual creator as part of its new Spotlight Challenge program.

What we’ve covered

Buyers tackle brand suitability issues even after YouTube surmounts brand safety woes:

  • In a study of 20,000 YouTube campaigns that ran during the first half of 2021, Pixability found that one-third of impressions may not be suitable for some advertisers.
  • Overuse of blocking lists and contextual targeting may be doing advertisers more harm than good.

Read more about brand safety/suitability on YouTube here.

How getting on TikTok transformed this drink brand’s influencer strategy:

  • Water brand Blk has racked up more than 400,000 followers on TikTok over the past year.
  • After deciding a branded hashtag challenge didn’t work for the brand, Blk opted to rely on influencers and organic videos produced in-house.

Read more about Blk’s TikTok strategy here.

Google creates new policy to prevent advertisers, creators from making money off of climate misinformation:

  • Google will not allow YouTube creators, among others, to make money from videos disseminating misinformation about climate change.
  • The policy’s enforcement will start in 30 days for creators.

Read more about Google’s climate-related monetization policy here.

What we’re reading

Netflix secures its programming pipeline through 2022:

Netflix expects to have a steady stream of shows to see it through the end of next year, according to Financial Times. What exactly that means, though, is unclear. The streamer’s global head of television Bela Bajaria simply described Netflix’s TV programming pipeline as steady. That’s not nothing in the wake of last year’s in-person production shutdown, but it’s not much more, either.

Disney isn’t cutting the cord for ESPN anytime soon:

Traditional TV is too important to ESPN’s business for Disney to rush to stand up a standalone streaming version of the sports TV network, according to CNBC. Considering traditional TV networks’ dual-revenue stream of distribution fees and advertising dollars, Disney may have a hard time making up the money it would stand to lose by rolling out a streaming-only option for ESPN. That seems to be why the company is expected to only do so once the traditional TV subscriber base drops below 50 million households, at which point it will have lost money anyway.

Epic Games looks to break into Hollywood:

Fortnite maker Epic Games is looking to make a push into producing scripted shows and movies, according to The Information. The company would join a long line of companies that have turned to entertainment as a means of promoting their primary businesses, but Epic already has a foothold in the entertainment industry. Beyond gaming being its own, increasingly popular form of entertainment, Epic Games’ Unreal Engine is already used as a visual effects tool for movie and TV projects, including Disney+’s “The Mandalorian.”

U.K. broadcast TV networks try to fend off streaming rivals:

British broadcasters, including BBC, ITV, Channel 4 and ViacomCBS-owned Channel 5, are teaming up on a streaming service that will look to compete against major streaming services, according to Bloomberg. The effort seems akin to news publishers pitching together on their own news app to hold forth against Facebook. But the wrinkle is the networks’ designation as public-service broadcasters and a potential law change that could require smart TV manufacturers and connected TV device makers to promote the shared streaming service.

Local TV network owners eye larger cut of TV ad dollars:

Local TV companies E.W. Scripps, Nexstar and Sinclair Broadcast Group are looking to snag a larger slice of the ad dollars going to TV news networks, according to The Hollywood Reporter. Each of the companies have or are in the process of redoubling their TV and/or streaming properties in an effort to help their local plays compete on in the national TV ad market.

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The best Nintendo Switch shooter games



The best Nintendo Switch shooter games

Nintendo was never known for creating consoles that were home to some of the best shooters, but the company has turned that around with Switch games — offering a robust lineup of shooting games in 2D, 3D, first-person, and third-person, with a little something for everyone. You’ll find indie shooters on the system, some from AAA third parties, and even one from Nintendo itself. While the Switch doesn’t stand toe to toe with the PC, Xbox One, or PS4 shooter games, it has enough variety to make it a solid choice when playing games of that genre.

In this list, we’ll go through the best shooters on the platform — while highlighting what makes them so great. Let’s hope the Nintendo Switch keeps the momentum going as a great system for shooters for years to come.

Below are the best shooter games on the Nintendo Switch, including some free FPS games worth playing.


Id Software and Bethesda surprised just about everyone when 2016’s Doom reboot managed to not only be worthy of the series’ name, but was miles better than we assumed it would be. The smooth action and brutal Glory Kills system were impressive on PC, Xbox One, and PS4, but the Nintendo Switch port managed to make the kill perfectly playable on a handheld as well. Despite lower resolutions and some muddy textures, Doom runs like a dream on Switch. Its sequel, Doom Eternal, is available on Switch as well, though it’s largely regarded as a downgrade from the first entry.

Read our full Doom review

Metroid Dread

Samus holding cube in Metroid Dread.

If you’re looking for one of the best Metroidvania games on Switch, this is it. Metroid Dread picks up where Fusion left off narratively, but it’s a much more mechanically modern title comparatively. As a shooter, it has the vibe of an old-school 2D Metroid game with some difficult fights. You get access to weapon upgrades, suite upgrades, and a whole suite of abilities to play around with. Dread also ups the series’ horror tendencies as Samus must escape from the robotic E.M.M.I., which stalk her like Alien‘s xenomorphs. It all comes together to form one of the scariest, toughest, and most stylish games Nintendo has made in a very long time. Take a look at our Metroid Dread beginner’s guide to get started.

Read our full Metroid Dread review

Wolfenstein II: The New Colossus

Bethesda’s other major first-person shooter franchise went in a very different direction with the 2014 soft-reboot, Wolfenstein: The New Order, and its sequel Wolfenstein II: The New Colossus, which is available in full on Nintendo Switch. Set primarily in an alternate-history United States taken over by Nazi Germany, the game’s story sees legendary hero BJ Blazkowicz slaughter fascists in even more entertaining ways and even offers information on his childhood and parents. It’s backed up by excellent first-person shooting gameplay with plenty of challenge, too, letting you play as either a one-man wrecking crew or as a stealthier agent who takes out his enemies from a distance. If you’re a fan of Doom and Doom Eternal, you might like Wolfenstein II. Check out more Bethesda games if you want to go even further.

Read our full Wolfenstein II review


It took a few years, but Overwatch finally released for Nintendo Switch in 2019, and despite some lower-resolution textures and a few loading issues, it’s a perfectly fine way to play the online shooter. The same characters, maps, and modes are intact, and with a Wi-Fi connection when you’re out and about, it’s the perfect way to keep playing and leveling up your account. The game’s blend of tactical team-based objective gameplay with all-out action never gets old, and the continued release of new characters and events has kept players on other platforms coming back for years. There are few games that have been able to pull that off, even as a mountain of imitators have attempted to steal Blizzard’s thunder. Be on the lookout for Overwatch 2 if you like this one.

Read our full Overwatch review


Few shooter games are as creative as Superhot, and even fewer are able to execute on their ideas as well. Set in a cyberpunk-infused world with a user-interface similar to The Matrix, you battle against faceless enemies and are killed instantly if you take one hit. The twist in Superhot, however, is that time only moves when you move, so you can plan every step and attack in advance to take down your targets efficiently. It’s a simple gimmick that manages to be extremely effective, and the story that unfolds in between each stage had us invested and frequently laughing from beginning to the very end. It’s definitely one of the coolest Nintendo Switch games out there.


A first-person shooter that plays as an exaggerated parody of other first-person shooters, People Can Fly’s Bulletstorm didn’t make much of a splash when it initially released on last-generation consoles. That’s a shame, because the game’s irreverence, ridiculous story, and Skillshot system make it a breath of fresh air compared to all the gray-and-brown military shooters that have become so popular. The Switch version even includes the option to play as Duke Nukem for the entire game, if you’re into that, and you’ll definitely be saying the game’s dumb one-liners after you stop playing.


Even 13 years after its original release, BioShock remains one of the best first-person shooters of all time — and thankfully, we can now play it on the go on Nintendo Switch. Its visual style is designed in such a way that it still looks great and will likely remain timeless. The underwater city of Rapture oozes with environmental storytelling, and its inhabitants are just as creepy as ever. We arguably don’t get enough good survival horror games (or many at all), but BioShock is up there with the greats like Resident Evil and Dead Space. When you’re finished with the first one, you can play its follow-ups, BioShock 2 and BioShock: Infinite, as part of the collection on Switch.

Borderlands 2

We also don’t get enough shooter RPGs, but thankfully, the fan-favorite Borderlands 2 is available on Switch. It sends you on an insane quest for loot, with over-the-top weapons and a gameplay loop that will likely sink its teeth into you. It’s important for a game to feel good to play, and Borderlands 2 absolutely hits it out of the park in that department. Unlike a lot of shooters that focus on dark and realistic tones, Borderlands always has emphasized silly themes and sticks out due to its beautiful cel-shaded visuals. You can play the original Borderlands, The Pre-Sequel, and Borderlands 2, along with all of their DLC, on Nintendo Switch. Borderlands 2 is easily one of the best FPS games of all time and it’s now available on Switch!

Splatoon 2

The only game developed by Nintendo itself on this list, Splatoon 2, is exactly what a Splatoon sequel needed to be: more Splatoon. The multiplayer gameplay remains fast-paced and intense as you destroy your enemies with ink blasters while also trying to cover the map in as much ink as possible, and the game’s multiplayer progression system and customization options keep you engaged despite matches playing out similarly each time. It also offers another creative and platforming-filled campaign mode filled with plenty of fish puns, as well as a new cooperative Salmon Run mode that will put your abilities to the test. We also have Splatoon 3 to look forward to, which is planned to launch in 2022!

Read our full Splatoon 2 review


Fortnite Chapter 2

The biggest video game in the world can be played in your living room or while you’re sitting on the toilet. Fortnite: Battle Royale took the basic formula established in titles like The Culling and PlayerUnknown’s Battlegrounds and mixed in a structure-building element that lets you turn any location into a defendable fortress. Its goofy art style and continuous updates have changed the game drastically over time, and as a cross-play game, it is supported across all systems. This means a Switch player can enjoy the battle royale game with his friends on Xbox, PS4, or even their mobile phone, so no one has to ever play by themselves again. As one of the best free games on Switch, it also comes at no cost to you.

Read our full Fortnite review

The Outer Worlds

The Outer Worlds Ellie

Fans of the Fallout series will be right at home, as The Outer Worlds gives players dozens the choices to make, weapons to wield, and locations to explore, all while navigating a satirical storyline. A few concessions had to be made due to technical limitations, and the graphics leave a bit to be desired, but anyone looking for an FPS fix will be happy this gem found a home on the Switch. You can also keep an eye out for The Outer Worlds 2 which will come out at some point in the future.

Read our full The Outer Worlds review for Nintendo Switch


You can’t play Destiny 2 on Nintendo Switch, but you can play a game that millions of players seem to prefer: Warframe. The free-to-play science-fiction game blends elements of shooters and third-person action together, with a ton of content and customization options. It’s a free-to-play game done well, never feeling like it’s asking for your money before you can do well, and developer Digital Extremes even includes enormous ships you can fly through space to take on roaming enemies. You have very little to lose by trying it out, except the time you’ll spend playing it if it manages to get its hooks in you — especially with it being a free game.

Resident Evil 4

Sure, Resident Evil 4 often is categorized as a survival horror game, but c’mon — it’s a shooter, too. Many consider it to be the best Resident Evil game in the series, and while we like to lean more toward the newer entries like Resident Evil 7 and the recent remakes, Resident Evil 4 is a must-play. It masterfully treads the line between a shooter and horror game, with tons of campy characters and scary monsters to fall in love with. This Switch game especially satisfying to acquire new upgrades to make the main character, Leon Kennedy, even stronger. Even if this game has some outdated things like the depiction of its damsel in distress, Ashley, there’s still a lot to love in RE4. Word on the street is that it will be getting a remake treatment, due out in the next few years, so survival horror fans might have that to look forward to.

The Binding of Isaac: Afterbirth+

What a bizarre and wild game. The Binding of Isaac is a rougelike that we’re honestly surprised is even available on the Nintendo Switch, due to its heavy religious themes. It just goes to show how Nintendo — and video games as a whole — have evolved over time. In this Nintendo Switch game, you play as a naked baby named Isaac, who shoots horrifying enemies with his tears (no, we aren’t joking). It plays a lot like a dungeon crawler but features procedurally generated levels, in which no two runs are the same. But this also feels like a horror game at times. Random drops will help (or hurt) your character as he climbs through each floor in this top-down shooter. It’s grotesque, difficult, and funny — and there isn’t anything else like it.


One of the best modern shoot-‘em-up and bullet hell games available on any platform, Switch included, Ikaruga is absolutely perfect for the platform. The game only makes use of a few buttons, with your ship able to fire projectiles and switch its polarity to deal damage against certain enemies while absorbing attacks from others. The game served as the main source of inspiration for Nier: Automata, and while we wait for that game to finally release on the console, you can get a taste of its aesthetic and intensity here. Just don’t get too upset if you find yourself struggling to make it more than a few minutes in without dying.


First released in 2011 as Jamestown: Legend of the Lost Colony, the alternate-history vertical shooter came to Switch in 2019 as Jamestown+. The game is set on Mars hundreds of years in the past and sees colonizing forces battling it out with an array of advanced weaponry. It has the classic intense feedback you want from a vertical shooter, and it uses a gold-collecting system to power special “Vaunt” abilities that give you momentary shielding and increased damage. Jamestown+ is so much more than meets the eye, and its soundtrack is a bizarre blend of golden gaming age nostalgia and frontier-era music that we’ve never heard before.

Nuclear Throne

Rogue-like games and shooters don’t usually mix, but no one told that to Vlambeer. The developer’s take on the top-down shooter lets you augment yourself with abilities via the nuclear wasteland, and backs it up with blistering shooting action as you make your way to the titular Nuclear Throne. You have tons of different weapons and explosives to choose from as you fight your way to your goal, and you’ll need to learn just a little bit more on each run if you want to ever be successful. Even just one slip-up can leave you vulnerable to shot from the game’s bizarre enemies, so never take your safety for granted.


Initially only available on Xbox One and PC, Cuphead now is an indie game on Nintendo Switch, and we’re so glad it is. The 2D shooter plays like a classic run-and-gun game mixed with a platformer, and its art style is reminiscent of classic Disney animated films like Steamboat Willie. Don’t let the cute exterior fool you, however, as it’s also one of the hardest games available on Switch. The Cuphead bosses show you no mercy, particularly as you approach the ending, and it will take every ounce of your abilities to make it to the final boss unscathed.

Rolling Gunner

Rolling Gunner is a traditional horizontal shooting game exclusive to Nintendo Switch, and it will appeal to fans of Thunder Cross and Gradius. It’s a challenging game — you’ll need to avoid bullets while attacking enemy ships — but you can customize your difficulty setting if need be. It features a marriage of modern and retro visual styles, with both forefront and hidden enemies. It’s not exactly revolutionary, but it builds on the classic shooter games of the 1990s and early 2000s.

Blazing Chrome

Blazing Chrome blasting enemies

This list doesn’t include Contra: Rogue Corps, even if it’s available on Nintendo Switch. It’s a low-quality Contra game for both consoles and arcade shooters. As an alternative, we suggest Blazing Chrome, which is similar to Contra III and Contra: Hard Corps in all the best ways. You’ll get challenging bosses and enemies and tons of weapon choices, but the best part about Blazing Chrome is its ample checkpoint and continue system. You won’t need to waste time starting from scratch if you’re having trouble with one section.

Sine Mora EX

Similar to Ikaruga, Sine Mora EX puts a fun variation on a standard aerial arcade shooter game by linking your health with the time limit. If your enemies hit you, you won’t instantly die, but your time available to finish the level will decrease. This feature means you don’t have any room for mistakes, and you’ll need to beat the bosses as fast as you can if you want time to finish your objective. The game is set against a dark apocalyptic backdrop with voice acting but also offers a separate arcade mode if you’re purely focused on the shooting. 

Turok: Dinosaur Hunter


Functioning as an enhanced port of the 1997 classic, Turok: Dinosaur Hunter is a first-person shooter that — as its name suggests — pits you against deadly dinosaurs. In 1997, 3D worlds were still a novel idea, and this is one of the games that brought 3D to the forefront. In this Nintendo Switch game, you’ll use a large arsenal of weapons (including a grenade launcher, Plasma Pulse Rifel, the Atomic Fusion Cannon, and more) to take out a slew of foes such as the Laser-Guided T-Rex. Expect to navigate through traps and puzzles along the way, as you progress towards defeating the evil overlord known as The Campaigner.

Apex Legends


In terms of value, it doesn’t get much better than Apex Legends, a free-to-play multiplayer Battle Royale shooter that recently launched for Nintendo Switch. This FPS game has been available on other platforms since 2019, but is now playable on the Switch, with cross-play functionality as well. Apex Legends features a slew of characters to choose from, each with their own unique abilities and personalities. This offers a twist on the familiar battle royale formula, giving it elements of hero shooter as well. And thanks to Respawn Entertainments’ continued support, Apex Legends players have no shortage of content to enjoy, with more planned for the future.

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The 60 best shows on Amazon Prime Video right now



The 60 best shows on Amazon Prime Video right now

Amazon Prime Video has tons of great content you can watch, from full legacy series to first seasons and exciting new originals. There’s something new all the time, but the catch is that you need to filter through to find what’s available with a base Amazon Prime subscription and what requires a secondary subscription. We’re making that process easy for you with this curated list of the best shows you can watch on Amazon Prime Video right now with only a base Prime subscription. From horrors and thrillers just in time for Halloween to romantic comedies, dramas, docuseries, sitcoms, and more, there’s something for everyone.

Looking for something else? We’ve also rounded up the best shows on Netflix, the best movies on Hulu, the best movies on Amazon Prime Video, and the best movies on Disney+.

Digital Trends Streaming Roundup

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The 91 best movies on HBO Max right now



The 91 best movies on HBO Max right now

If the streaming era is a war between Hollywood superpowers, then HBO Max is well-armed with its greatest asset: Movies! Warner Bros. is one of the most storied film studios in the history of cinema, and that history has given HBO Max access to many of the best films from the last 100 years. HBO Max also has a number of flicks from other studios to further boost its library, as well as a growing number of Max originals to keep fans knee-deep in options. If anything, there’s almost too much to watch. We can make it a lot easier for you because we’ve already done the work. Just check out our updated list of the best movies on HBO Max right now.

Looking for more suggestions? We also have guides to the best movies on Netflix, the best movies on Hulu, the best movies on Amazon Prime Video, and the best movies on Disney+.

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