Netflix is rolling out a major redesign of its TV and mobile apps, aimed at improving the user experience and helping viewers discover content more easily.
The revamp, set to arrive globally over the coming weeks, focuses on simplifying navigation and offering more intuitive recommendations.
The new homepage features a strip of suggested content that prominently appears on the screen. This strip consists of personalized suggestions, while scrolling down reveals different content collections like “Your Next Watch” and “Top Picks For You.”
Each title comes with useful tags such as “Recently Added” or “Emmy Award Winner” to give users more context on why they might want to watch something. Netflix has moved shortcuts from the left sidebar to the top of the screen, offering a cleaner, more accessible layout.
Beyond aesthetics, the update also promises to make it easier for Netflix to highlight new content types, such as live events and games. Netflix is leaning into these areas as part of its broader strategy, with features designed to accommodate future growth in these categories.
In terms of content discovery, the new UI introduces “responsive recommendations” that adjust to your viewing habits in real-time. If you watch certain trailers or search for specific genres or actors, the app will adapt and show more tailored suggestions based on those preferences.
Furthermore, Netflix is testing vertical video feeds for mobile, similar to TikTok, which promises a more dynamic and personalized viewing experience.
But Netflix isn’t stopping there. As part of this overhaul, the streaming giant is also testing a new AI chatbot, currently available as an opt-in beta on iOS. The chatbot allows users to search for content using natural language, such as “I want something funny and upbeat,” making it easier to find titles without endless scrolling.
This new AI feature, which will likely expand to other platforms like Android and TV, could significantly improve the content discovery process by offering even more personalized recommendations based on a user’s preferences.
While these updates are certainly exciting, the upcoming price hike could a pill that’s hard to swallow. In accordance to the Digital Services Act, starting June 1, Netflix will implement a 12% digital VAT, raising subscription prices across all plans.
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