Key Takeaways
- Netflix is rolling out a redesigned TV experience with a simpler, more intuitive interface.
- The update includes AI-powered search and more responsive, AI-based recommendations.
- Key information like awards and popularity will be more prominent for easier show selection.
- Navigation is improved with relocated Search and My List shortcuts.
- Mobile users will see beta tests for generative AI search and a new vertical discovery feed.
Netflix is refreshing its TV interface, aiming to make finding your next favorite show or movie simpler and more intuitive. Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone recently unveiled the new look, which they describe as “still the one you know and love — just better,” according to VentureBeat.
The company emphasized its history of tech innovations, from its content delivery network to its well-known personalized recommendations. Now, Netflix is integrating artificial intelligence more deeply into its platform.
A significant change involves using generative AI for search. Netflix plans to use OpenAI models, which its teams will train. However, the announcement didn’t specify how the company would manage potential issues with copyrighted material surfaced by these AI tools.
Elizabeth Stone highlighted Netflix’s strength in combining “incredible tech with incredible entertainment.” She noted, “That’s our superpower.”
Viewers can expect to see this updated TV homepage rollout globally in the coming weeks and months. Eunice Kim explained the project aimed for an experience that is “more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs.”
The redesigned TV experience introduces several enhancements. You’ll find it easier to choose what to watch, with important details like “Emmy Award Winner” or “No. 1 in TV Shows” displayed more clearly.
Shortcuts to Search and My List, previously somewhat hidden, are moving to the top of the page for better visibility and access. Recommendations on the homepage will also adapt more quickly to your current interests.
Overall, the new homepage sports a clean, modern design, aiming for a more elevated user experience.
The mobile app is also getting attention. Netflix is testing a new generative AI search feature in a small iOS beta. This will allow users to search with natural phrases like, “I want something funny and upbeat.”
Additionally, a new vertical feed featuring clips of Netflix shows and movies is slated for testing soon. This aims to make discovery more engaging, allowing users to watch, add to their list, or share content directly from the clip.
Stone concluded that the new TV experience provides a foundation for easier evolution and innovation moving forward, helping Netflix connect users with even more content they’ll enjoy.
