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Netflix's Big Interface Revamp Gives More Info, Better Search, A Dash Of TikTok

Netflix's Big Interface Revamp Gives More Info, Better Search, A Dash Of TikTok

Forbes07-05-2025

(Image courtesy of Netflix)
Netflix today announced the biggest overhaul in more than a decade of its consumer interface, adding both a cleaner look and more information about each show, much smarter AI search tools that can understand fuzzy concepts such as a 'vibe,' and a flexible structure that can better showcase the company's burgeoning interest in video games, live events, sports and other new kinds of content.
And just to stay au couran t, new vertical video components for mobile users will make it easier for fans to scroll through trailers and clips, watch the full show or share the material with others. It feels just a bit like the endless, and hugely successful, scroll of micro-video site TikTok, one of Netflix's biggest competitors for audience view time.
'We think it's time to take a giant leap forward,' said Netflix Chief Product Officer Eunice Kim. The new interface is 'simpler, more intuitive, and better represents the breadth of entertainment available' on the company's sprawling site.
'The current TV experience is built for shows and movies,' Kim said. 'This is designed for the future.'
But Kim and Chief Technology Officer Elizabeth Stone said in a tech briefing that it was time for the interface to catch up with Netflix's shifting array of programming, while making search more responsive and smarter. Also key: reducing the 'eye gymnastics' that users must go through when scanning for information about a show. The cleaner look, with additional pertinent information on screen at a glance, should help simplify the decision-making process.
The new interface will be rolling out globally beginning today, Kim said.
Key shortcuts, such as the My Netflix tab, which features reminders and "continue watching" tabs, will now be displayed on the top of the screen, in a more prominent position.
In the past year, the company has moved aggressively into more live events and sports. It drew roughly 65 million viewers worldwide for an exhibition boxing match between influencer Jake Paul and aging former heavyweight champion Mike Tyson. That huge influx of viewers for one show strained Netflix's servers, and caused complaints of glitches and service interruptions.
The Paul-Tyson streaming headaches last fall were largely solved several weeks later, when Netflix streamed two NFL regular-season football games without a hitch (or, admittedly, not anywhere near as many peak viewers).
But the company continues to increase its investments in live events, which require different network architectures to handle peak demand. As well, a live event typically comes from a specific location on the globe, but must be able to reach relatively quickly every corner of the planet where Netflix operates. Those demands will only increase.
Early this year, the company began showing WWE's RAW weekly program, with its ardent fan base, and continues to do more live shows such as Everybody's Live with John Mulaney, a revisionist weekly talk show. It also has extended its deal with the NFL, and is known to be looking at other kinds of live events and sports.
To accommodate those shifts into live sports and events, that means the interface needed a better reminder system to let interested viewers know, for instance, when an event is starting or reaching a crucial moment, Kim said.
'We need to let you know when to tune in to live games,' Kim said. 'We need better ways to feature elements on the home page. And (the interface) needs to pull you into the thrill of watching or playing the show at exactly the right time.'
Netflix Chief Product Officer Eunice Kim (l) and Chief Technology Officer Elizabeth Stone (r) during ... More a briefing on the site's new interface. (Screenshot by David Bloom)
The company also needs to adjust to the demands video games, where it has slowly been growing its investments in increasingly sophisticated games that can be resource-intensive and hold a viewer's attention for far longer than many shows.
To further adjust to the demands of live programming, Stone said the company will be adding more peak-demand capabilities to its long-time distribution backbone, called OpenConnect.
Helping audiences navigate seemingly endless program choices and quickly find something they'd like to watch is a challenge facing all the streaming services, especially as libraries grow and competition for viewers gets more difficult. Netflix has generally been considered one of the best in serving its 700 million or so audience members what they want.
The mobile interface is getting new ways to browse content, swiping up through a vertical feed and letting people browse clips and trailers. A new mobile feature called Moments will let viewers save, rewatch and share clips.
'All these features are about getting people to press play and to stay,' Kim said.
The new search functions will move beyond the machine-learning tools the company has used for several years. With those, the algorithm basically says because someone liked one show, here are some other shows that other fans of that show also liked.
The company is exploring ways to use generative AI and responsive search tools to pull in 'more signals, so we can do a better job with titles you might love,' Stone said. 'It will just be magically easier to find something to watch.'
Generative AI tools will be able to use 'natural conversational phrases, like 'I want something upbeat and funny,'' to serve up options with that kind of vibe. Recommendations will be highly personalized, Stone said, giving a comparison between her list of recommended shows and those of Kim as an example of two relatively similarly situated professional women living in the Bay Area might have very different tastes.
'It's not exactly what you'd expect,' Stone said of their differing programming preferences. 'We're both tech nerds living in Silicon Valley.' But if the search engine kept recommending the same set of shows to both, 'eventually we'd be frustrated and go somewhere else.'
For the company's hundreds of millions of international viewers, AI will also generate personalized title information for more languages around the world.
In late April, the company introduced a subtle option for viewers opting to watch a show with subtitles in the original language, so that it will only show the translations of spoken dialogue rather than versions of sound effects, music cues, and other audio information that's part of Subtitles for the Deaf and Hard of Hearing, or SDH. It debuted with the launch of Season 5 of the serial killer series You, and will roll out across all Netflix originals going forward.
Somewhat surprisingly, the new interface won't really show anything different, at least initially, to viewers on its new-ish ad-supported basic tier compared to those on more expensive ad-free offerings, Kim said.
'We hope this makes both members and advertisers excited about Netflix,' Stone said.

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From AI-powered public health breakthroughs to smarter social media feeds and reimagined fast food – the cutting-edge tech reshaping our world

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Buzz Feed

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44 Satisfying Impulse Buys With Zero Buyer's Remorse

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Tony Awards biggest moments: Cynthia Erivo holds space, Nicole Scherzinger wins big

USA Today

time3 hours ago

  • USA Today

Tony Awards biggest moments: Cynthia Erivo holds space, Nicole Scherzinger wins big

Tony Awards biggest moments: Cynthia Erivo holds space, Nicole Scherzinger wins big Show Caption Hide Caption Cynthia Erivo arrives at Tony Awards red carpet in an intricate gown Cynthia Erivo and Cole Escola pose for cameras wearing an intricate gown at the Tony Awards red carpet. NEW YORK – Broadway has fallen head over heels with a pair of helper robots. "Maybe Happy Ending," a heart-tugging romantic dramedy about androids in near-future South Korea, was the big winner at the Tony Awards June 8, taking home six prizes, including best musical, best director (Michael Arden), and best actor (Darren Criss). The fiercely original show opened to glowing reviews and meager box office last fall, but has gradually become one of the hottest tickets in New York – a rare word-of-mouth success story in the ultra-competitive Broadway landscape. This year's ceremony saw the joyous Afro-Cuban musical "Buena Vista Social Club" and Netflix prequel play "Stranger Things: The First Shadow" scoop up multiple prizes apiece. Kara Young ("Purpose"), Francis Jue ("Yellow Face") and lifetime achievement award winner Harvey Fierstein delivered some of the most stirring speeches of the night, while the Pulitzer Prize-winning "Purpose" conquered the unlikely hit "Oh, Mary!" for best play. Here are more of the biggest moments from this year's star-studded event: Tony Awards 2025 winners list: 'Maybe Happy Ending,' 'Eureka Day,' more win honors Tonys host Cynthia Erivo 'holds space' with Oprah Winfrey in opening number At the top of the telecast, Cynthia Erivo playfully shot down a bevy of suggestions about how to add pizzazz to her opening number. (Blast George Clooney out of a human cannon? Hard pass.) The "Color Purple" powerhouse then ran into Winfrey in the wings, asking her, "What do you do when everyone is telling you what you need to do?" Winfrey dispensed her wisdom, saying, "Forget about them, babe. The only thing you need to do is be yourself." Grinning, Erivo proceeded to grab Winfrey's finger – recreating her viral "holding space" meme with "Wicked" co-star Ariana Grande from last fall. Watch: Ariana Grande and Cynthia Erivo sing 'For Good' in first 'Wicked: For Good' trailer "There's no place like home," Erivo said onstage, in one of her many nods to "Wicked" and "The Wizard of Oz" throughout the night. "And Broadway has always been mine." Sarah Snook says 'Succession' group chat has been going wild since her Tony win Sarah Snook, who's best known to HBO fans as Shiv Roy on "Succession," earned her first Tony Award for best leading actress in a play for "The Picture of Dorian Gray," giving a marathon performance as 26 different characters in the one-person show. Several "Succession" alums have graced Broadway this past year, including Jeremy Strong ("The Enemy of the People"), Kieran Culkin ("Glengarry Glen Ross"), Juliana Canfield ("Stereophonic"), and Molly Griggs ("John Proctor is the Villain"). "We haven't done much flaunting of awards in photos, but it's such a special group chat," Snook told reporters backstage. "It's a really special group of people and we're all theater nerds deep down." Last spring, Cate Blanchett's production company Dirty Films acquired movie rights to bring "Dorian Gray" to the screen. Snook said that she hasn't yet heard anything about the potential adaptation, although she would be open to reprising her roles. "I don't know how this gets turned into a film," Snook admitted. "It's a particularly complex piece to do as a theater show. Dramaturgically, it holds up, and I think Kip would be an incredible director for that project. And if I got to be a part of that, that would be a dream come true." Nicole Scherzinger, Audra McDonald, 'Hamilton' reunion hit Tony performance highs To celebrate the 10th anniversary of "Hamilton," Lin-Manuel Miranda, Leslie Odom Jr. and the original Broadway cast took the stage for an electrifying medley of the most beloved songs from the groundbreaking hip-hop musical, including "My Shot," "The Schuyler Sisters," "You'll Be Back" and "The Room Where It Happens." Audra McDonald also brought the audience to its feet with her ferociously emotional rendition of "Rose's Turn" from "Gypsy." 'Hamilton' reunion! Watch original stars perform 'Satisfied' at film screening Earlier in the night, "Sunset Boulevard" leading lady Nicole Scherzinger took our breath away with a stunning rendition of "As If We Never Said Goodbye," introduced by the show's original Broadway star, Glenn Close. 'Sunset Boulevard' review: Nicole Scherzinger is transcendent in bold new revival Scherzinger went on to win the Tony for best leading actress in a musical, in what was considered a neck-in-neck race with McDonald. 'Maybe Happy Ending' star Darren Criss dedicates Tony Award to his wife and kids In one of the closest races of the night, Criss took home best leading actor in a musical for "Maybe Happy Ending," trouncing formidable contenders Jonathan Groff ("Just in Time") and Tom Francis ("Sunset Boulevard"). The former "Glee" star got choked up as he thanked his wife, Mia, for helping raise their two young children amid his demanding Broadway schedule. "The real hero about this, for this remarkable journey, is my wife, Mia, who took a massive swing on allowing me to do this and to allow this crazy upheaval in our life to make this logistically possible," Criss said. More: Darren Criss on why playing a robot in 'Maybe Happy Ending' makes him want to cry "And for bearing the brunt of raising two tiny friends under 3 so that I could raise a singing robot at the Belasco Theatre eight times a week. Mia, you're the very pedestal that upholds the shiny, spinny bit in our lives, and your love and your support for me and our beautiful children, combined with the miracle of working on something as magical as 'Maybe Happy Ending' has been and will always be, award enough." Cole Escola sprints onstage, thanks Grindr hookup in Tony speech Escola, the deranged genius behind "Oh, Mary!", won best leading actor in a play for their inspired turn as first lady Mary Todd Lincoln. Channeling Bernadette Peters in an off-the-shoulder Wiederhoeft gown, Escola feverishly sprinted to the stage, where they thanked fellow best actor nominees, including George Clooney and Daniel Dae Kim. "It's an honor to be in your company," Escola said. "It's been a sincere pleasure spending time with you over warm salads at all these (Tony) luncheons." They continued to thank their mom and their "whole gang" of friends. "Oh, and Tebow from Grindr and Amy Sedaris, who always reminds me how important she is to me. And she is." Written by Escola, "Oh, Mary!" imagines Lincoln as an alcoholic wannabe cabaret star. Asked by reporters whether they would consider an Eleanor Roosevelt comedy next, Escola joked that she is "played out. It would have to be something original, not another historical figure."

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