Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification. Kaley Cuoco stars in the HBO Max series "The Flight Attendant." Phil Caruso/HBO Max This story is available exclusively to Insider subscribers. Become an Insider and start reading now. An HBO Max exec detailed tactics the streaming service is exploring to retain its growing audience. They include giving users control of personalization, and building interactive and short-form content. Preventing churn will be a key in the next stage of the streaming wars. WarnerMedia's Netflix rival HBO Max has amassed 37.7 million subscribers, a solid audience for an eight-month-old subscription service with one of the highest monthly price tags among its competitors.