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Is Netflix taking the first step towards personalised virtual linear channels?

Streamer launches new "Shuffle Play" button

Netflix has begun testing a new “Shuffle Play” button that allows viewers to watch TV and films randomly selected by the streaming service.

Currently, the option is available to a portion of the streamer’s subscribers worldwide.

If a viewer hits the button, Netflix offers them TV series or films similar to what they’re watched previously; titles in genres they’ve viewed; or content saved in the “My List” section.

“The purpose of the test is to make it easier for members to find something to watch,” a Netflix spokesperson told Variety. The company plans to use the findings from the test to eventually launch a “shuffle” feature permanently on Netflix: “The hope is to absolutely productise something,” added the spokesperson.