Netflix unveiled a redesigned app featuring a simpler layout, generative AI-powered search, and enhanced personalization to help subscribers navigate its vast library of shows and movies more easily.
The revamped app prioritizes key information to aid decision-making, prominently displaying details like “Emmy Award Winner” or “#1 in TV Shows” to highlight a title’s relevance. Shortcuts to Search and My List, previously less accessible on the left-hand side, are now moved to the top of the page for greater visibility and ease of use. The homepage also features a clean, modern design, creating a more intuitive user experience.
The new generative AI search tool allows users to find content using conversational phrases, such as “a funny sci-fi movie” or “a romantic comedy set in Paris,” streamlining the process of discovering titles that match their preferences. The app’s recommendations are now more responsive, adapting in real-time to users’ moods and interests to more effectively surface relevant shows and movies.
“The new Netflix TV experience is still the one you know and love — just better,” said Eunice Kim, Netflix’s chief product officer. “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.”
The updates come as Netflix, with over 301 million subscribers worldwide, seeks to maintain its market dominance amid economic concerns, including fears of a potential recession driving consumers to cut spending. The company aims to enhance user engagement through these technological innovations.