Netflix is to introduce a new home page design for TV screens from next week, marking the streamer’s first major makeover since 2013.
Netflix’s Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone described the new look as “a simpler, easier, and more intuitive design — to help our members easily find something great to watch.”
Netflix’s homepage will feature fewer titles but more video and animation to allow it to more prominently feature new content types, like live programming. The streamer described it as a “clean and modern design.”
The new home page will have a navigation bar across the top of the screen, instead of on the left-hand side.
Netflix said the homepage would also have better real-time recommendations that are more responsive to viewers’ moods and interests.
The mobile platform is also getting some new features, including a vertical feed filled with clips of Netflix shows and movies. Netflix said it is also bringing generative AI to the search 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.”
“The new Netflix TV experience is still the one you know and love — just better,” said Kim.
The redesign will be watched closely by the streaming industry, where Netflix is widely regarded to have the strongest homepage – one that has been copied by many competitors.
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