Netflix began testing a major redesign of its TV and mobile app interfaces with a limited number of users last year, and it’s now getting ready to roll out those changes globally.
The new update will launch in the coming weeks, and brings a redesigned navigation bar, new content recommendation features and more. In addition, there’s more to come, with the company saying it’s now experimenting with generative AI queries and a TikTok-style vertical content feed for mobile devices.
The company first started testing the updates in June 2024, and Reuters said at the time that it represents the biggest redesign of the Netflix app in a decade. That suggests Netflix has put a lot of time and effort into ensuring that the changes are going to improve the user experience.
“Our redesigned homepage is simpler, more intuitive, and better-represents the breadth of entertainment on Netflix today,” said Eunice Kim, Netflix’s chief product officer.
For users, one of the most apparent changes will be the new navigation bar at the top, which is getting some different menu options. You will still be able to filter for TV shows and movies, but the “New” section has gone missing, along with the “My List” menu. Instead, there’s a new section called “My Netflix”, which is said to encompass both your watch list items and shows-in-progress. There’s also a new tab for gaming, and a spotlight design at the top that’s meant to highlight live events, such as NFL games.
There will be lots of subtler changes too, Netflix said. So instead of the top half of the screen showing details for the currently selected show or movie, the app will expand the cover art and put a description underneath. In addition, the app adds badges such as “#1 in TV shows” or “Emmy Award Winner” to highlight why something is worth watching.
Conversely, one of the most impactful changes is one that users are less likely to notice, Netflix said. With the update, the app will adapt its recommendations on the fly, based on how users are interacting with it at that moment. So if they stop to examine lots of comedy movies and shows, then start scrolling down again, the recommendations below will start showing more content from that genre, the company said,
Netflix Chief Technology Officer Elizabeth Stone said all of this will happen seamlessly in the background, so users won’t even notice the way the recommendations are evolving. “It’ll just be magically easier to find something to watch,” she promised.
While those features are coming imminently, we’ll have to wait a little longer for the AI-related updates, which are still being tinkered with. Netflix said it’s testing a generative AI search experience with a limited number of users on the iOS app. It will leverage OpenAI’s large language models to enable a more conversational experience. So users can say something like, “I want to watch something scary, but not too scary, and also maybe a little bit funny, but not too funny.” The app will be able to understand what the user wants, and respond with appropriate recommendations, Netflix said.
In addition, the company is also working on a vertical video feed for mobile users, which will show clips of movies and shows. Users will be able to scroll down, similar to how they interact with TikTok, and click through to watch the full show should something catch their attention.
It’s not clear if the TikTok-style feed is already being tested, and there’s no indication of when these features might be rolled out to all users.
With Netflix recently hiking its subscription prices and chasing more engagement for its ad business, it’s more important than ever for the company to show up the right kind of content for each user. Just as Amazon Prime Video has done, Netflix is putting more emphasis on live events, while ensuring that no two users will share the same experience. Rather, everyone is getting a more tailored experience to help satisfy their urge for whatever it is they want to watch.
