Netflix unveiled its new TV experience that features generative AI search, AI-based recommendations and an enhanced design.
In a press briefing, Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone pulled back the curtain on Netflix’s new TV experience — a simpler, easier, and more intuitive design — to help our members easily find something great to watch.
“The new Netflix TV experience is still the one you know and love — just better,” said Kim, in a statement.
Also highlighted were the many technological innovations Netflix has pioneered over the years — from Open Connect, our industry-leading content delivery network, to our best-in-class personalized recommendations.
The company said it will use Open AI models that its team will train for its own generative AI purposes, but Netflix didn’t say how it would protect users from encountering copyrighted material on Open AI.
Stone said in a statement, “One of the reasons I joined (and why I stay) is because this company has always had a unique ability to marry incredible tech with incredible entertainment. That’s our superpower. Obviously, everything starts with great shows and movies that people love. But if you think about all of the areas where Netflix has a big advantage — our reach, our recommendations, our fandom — tech enables all those things.”
In the coming weeks and months, Netflix members across the world will get to experience the updated TV homepage for themselves.
Kim explained, “When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs, and capable of elevating the most thrilling moments on Netflix.”
New features
Discover Your Next Great Watch More Easily: We’re putting all the information you need to make an informed choice about what to watch front and center. That way you can better focus on what makes each title relevant for you, with callouts like “Emmy Award Winner” or “No. 1 in TV Shows.”
More Visible Shortcuts: Until now, shortcuts to Search and My List were somewhat hidden on the left-hand side. We’re moving them to the top of the page where they’re more noticeable and easier to access.
Better Realtime Recommendations: We’re making the recommendations on the homepage more responsive to your moods and interests in the moment.
Elevated Design: The new homepage has a clean and modern design that better reflects the elevated experience you’ve come to expect on Netflix.
The mobile experience is also getting some new features:
A New Way to Search: We’re also exploring ways to bring Generative AI to our members’ discovery experience, starting with a search feature on iOS that is a small opt-in beta. This will allow members to search for shows and movies using natural, conversational phrases like “I want something funny and upbeat.”
A New Way to Discover: In the coming weeks, we’ll be testing a vertical feed filled with clips of Netflix shows and movies to make discovery easy and fun. You’ll be able to tap to watch the whole show or movie immediately, add it to My List, or share with friends.
Stone wrapped up the presentation by saing, “What’s most exciting to me is how our new TV experience gives us the ability to evolve and innovate more easily going forward. That’s how we’re going to make the Netflix people know even better. And it’s how we’ll continue to connect them with even more shows, movies and games they’ll love.”