Netflix Overhauls TV Homepage With ‘More Intuitive’ Design, Adds OpenAI-Powered Chatbot – Variety
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By Jennifer Maas
TV Business Writer
Netflix is launching a revamp of its TV homepage Wednesday, which boasts a “simpler, easier and more intuitive design,” per the streamer. The design is in part meant to make it easier for Netflix to prominently feature its growing lineup of live events and games.
In addition to changes made to the TV experience, Netflix will begin rolling out new features on its mobile app, including an OpenAI-powered chatbot search function that is in a small opt-in beta phase, as well as testing use of a vertical feed that allows subscribers to browse clips from shows and movies and then click over to the full program to watch in the traditional horizontal format.
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“Our current TV experience was built for streaming shows and movies,” Netflix chief product officer Eunice Kim told reporters Tuesday in a press briefing on the new design. “This one is designed to give us a more flexible canvas now and in the future. Take live and games, for example, with on demand you can watch at your convenience. With a live event like the NFL on Christmas Day, you want to catch the action the moment that it happens, so we need to let you know when to tune in. And we are always adding new characters and challenges to our games, so we need better ways to feature these updates on the home page. That requires us to do more than just tell you when something is new on Netflix, it needs to pull you into the thrill of watching or playing at exactly the right time.”
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Chief technology officer Elizabeth Stone added: “We’re also exploring ways to bring Generative AI — which, unlike traditional AI, can create text, image and videos — to our members’ discovery experience, starting with search. We want you to be able to discover shows and movies using natural conversational phrases, like, ‘I want something funny and upbeat’, or ‘I want something scary, but not too scary, and also maybe a little bit funny, but not like “haha” funny.’ Believe it or not, that search phrase will actually yield results in the new experience we’ve started testing and that will be rolling out to more members this week.”
In a blog post published Wednesday, Netflix outlined the changes to the homepage, which will be implemented in the “coming weeks and months” globally:
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 “#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.
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