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Netflix launches global ‘Watch Now’ test

Makes the streamer more like linear TV

Netflix has begun testing a new feature that will enable viewers to stop endless browsing of its content.

The new Watch Now element, which is being tested globally, makes the streaming service more like linear TV.

It allows users to start steaming a show without looking through Netflix’s content catalogue. According to Variety, once the viewer clicks the Watch Now button, Netflix begins streaming the next episode of a show they are currently watching, something from their personal list, or a title that has been selected by Netflix’s algorithms.

Viewers get to see a brief explanation as to why the title was chosen, which could be because it is similar to content they have watched before.

According to the report, Netflix is testing the functionality for one to two months with select viewers globally, with the test limited to TVs and TV-connected devices, including Roku and Fire TV streaming devices.