Netflix unveils its most significant TV interface revamp in over a decade, featuring a top-screen navigation bar and AI-powered search.
The new design includes a “My Netflix” section, bundling watch history and saved titles, and aims to enhance user engagement.
The company is also testing an OpenAI-powered conversational search and a vertical clip feed for mobile discovery to reduce choice paralysis.
Netflix is rolling out its most significant TV interface revamp in over a decade, featuring a top-screen navigation bar and new mobile tools like an AI-powered search and a vertical discovery feed, all designed to make finding content quicker.
Top-shelf navigation: The updated TV experience, which some users started seeing around May 19th, ditches the old left-side menu for a horizontal bar at the top, housing Search, Home, Shows, Movies, Games, and a new “My Netflix” section that bundles watch history and saved titles.
Canvas for content: Netflix CPO Eunice Kim explained the prior interface was “built for streaming shows and movies,” but the new design offers a “more flexible canvas” to better showcase the platform’s expanding offerings, including live NFL games and a growing games library. The aim is to “pull you into the thrill of watching or playing at exactly the right time.”
Smarter searching: On mobile, an OpenAI-powered conversational search is in beta. For instance, Netflix CTO Elizabeth Stone highlighted that users could ask for something “scary, but not too scary, and also maybe a little bit funny,” and confirmed such queries “will actually yield results in the new experience.” Netflix is also testing a vertical clip feed for mobile discovery.
The bottom line: Netflix is betting a more intuitive design and AI-driven discovery will keep users engaged by reducing choice paralysis and surfacing relevant content faster across all its entertainment pillars.
Reading Recap:
Streaming reactions: While Netflix revamps its main TV app, user reactions to the changes have been mixed on social media, with some critiquing the gaming focus.
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