Netflix has revealed details of its new TV experience.
Aiming to provide viewers with a simplified and more intuitive experience, the new Netflix homepage will introduce a range of new features including a generative AI chatbot. Eunice Kim, chief product officer at Netflix said, “When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs, and capable of elevating the most thrilling moments on Netflix.”
The upgraded homepage will be rolled out globally over the coming weeks and months, with new features being made available to members, including:
More Visible Shortcuts: Search and My List are being moved to the top of the page for ease of access.
Ease of discovery: information on available titles will be placed front and centre, featuring callouts such as “Emmy Award Winner” or “#1 in TV Shows.”
Better real-time recommendations: Recommendations will be more responsive to viewers’ moods and interests.
An AI search facility will allow members to search using natural conversational phrases. Content will also be showcased in more titles and languages around the world.
Elizabeth Stone, Netflix’s chief technology officer, commented, “One of the reasons I joined (and why I stay) is because this company has always had a unique ability to marry incredible tech with incredible entertainment. That’s our superpower. Obviously, everything starts with great shows and movies that people love. But if you think about all of the areas where Netflix has a big advantage — our reach, our recommendations, our fandom — tech enables all those things.”
The mobile experience will also receive new features including an opt-in beta iOS search feature driven by generative AI and a vertical feed with clips of shows and movies that can be either watched, saved or shared.
