Netflix rolls out redesigned homepage and tests AI-powered features
The updated features will offer easier access to shortcuts and real-time recommendations tailored to viewers' moods and preferences.
Netflix has revealed a major update to its TV and mobile interface, aimed at making it easier for users to discover and enjoy content. The refreshed homepage design will be rolled out globally in the coming weeks and introduces a more intuitive, responsive experience that puts personalised recommendations and key information front and centre.
The redesign marks a broader push to modernise how users engage with Netflix, not just on TVs but also on mobile devices. Alongside the updated TV interface, the company is testing a new vertical video feed for mobile, designed to make it easier to browse and share content. Users will soon be able to scroll through clips of Netflix titles and take instant actions such as watching, adding to My List, or sharing with friends.
In addition, Netflix is experimenting with integrating generative AI into the user experience. A small beta test on iOS will allow members to search for titles using natural language prompts like 'I want something funny and upbeat,' streamlining content discovery through conversational input.
Unveiled by Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone, the update is part of Netflix's ongoing commitment to blending technology with entertainment. 'The new Netflix TV experience is still the one you know and love — just better,' Kim said, highlighting that the design was developed to be more flexible and reflective of the platform's diverse content offerings.
Stone emphasised the role of technology in enhancing engagement, calling it Netflix's 'superpower' in areas like recommendations and reach. She noted that the redesign will enable the platform to innovate more easily in the future and better connect members with the shows, movies and games they love.
Among the new features, users can expect to see more prominent shortcuts to essential tools like Search and My List, cleaner design elements and smarter real-time recommendations. Labels such as '#1 in TV Shows' or 'Emmy Award Winner' will also be featured more prominently to help viewers make quicker, informed choices.
As Netflix continues to invest in both technology and entertainment, the platform's evolving interface signals a future where finding something to watch becomes faster, easier and more personalised than ever before.
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