09-05-2025
All the changes coming to Netflix
On Wednesday, the streaming platform announced the most significant redesign of its homepage since November 2013. Alongside the visual update, Netflix revealed it will begin small-scale tests of generative AI-powered search and a TikTok-style vertical video feed on mobile devices.
While these tests won't be available to everyone right away, the company hinted at a larger rollout given their global reach. The redesigned TV interface will relocate the main navigation from the left side to the center of the screen – taking a page from Apple TV's playbook.
Viewers will notice tighter content descriptions and more tailored recommendations that update in real-time based on personal viewing habits and even the time of day. Netflix also plans to spotlight live events and gaming options more prominently, especially for users who have shown interest in those areas.
Chief Product Officer Eunice Kim (pictured) and Chief Technology Officer Elizabeth Stone unveiled the updates during Netflix's first-ever virtual 'Product & Tech' event on Tuesday. Kim said the refreshed experience will start rolling out 'in the next weeks and months'.
The AI-powered search will launch first as an opt-in beta on mobile, allowing users to search with phrases like 'I want something funny and upbeat'.
The vertical video feature, launching soon, will offer short clips from Netflix's library, giving users a new way to discover shows and movies with just a tap.
These announcements follow Netflix's record-breaking profits reported last month, calming investor nerves amid market turbulence sparked by President Trump's tariffs. And with Netflix's May 14 advertiser event just days away, the timing couldn't be more strategic—even if, as Kim put it, 'this wasn't … timed to influence the upfronts'.
