Netflix is launching new TV interface and AI mobile features
Netflix is set to roll out a revamped TV interface globally on May 19, along with an AI search feature on the iOS mobile app. These updates come as the streaming platform aims to maintain and expand its market share in the face of economic uncertainties.
The new TV interface will feature repositioned navigation shortcuts at the top of the screen for easy access to search, shows, movies, games, and “My Netflix.” The categories tab will be expandable from the search button, and recommendations will be more personalized based on the user’s viewing history. Titles will now include highlights such as “Emmy Award winner” and “highly rewatched” to provide more information directly to users.
Netflix is also introducing AI technology into the mobile platform with a new search feature that allows users to search for shows and movies using natural, conversational phrases. This feature, which will be available as an opt-in beta on iOS, will enhance the discovery experience for users by generating recommendations through machine learning and AI. Additionally, generative AI will showcase titles in multiple languages and locations around the world.
In a bid to tap into the popularity of social media vertical videos, Netflix will be testing a vertical feed on mobile devices. This feature will allow users to scroll through clips of shows and movies, tap on a clip to start watching immediately, add it to their “My List,” and share it with friends.
Chief Product Officer Eunice Kim emphasized the company’s commitment to creating a more intuitive and responsive user experience that caters to their diverse entertainment offerings. These updates and technological innovations are part of Netflix’s ongoing efforts to enhance its features, following the introduction of games inspired by popular content like “Too Hot to Handle” and “Squid Game,” as well as live streaming events such as “Jake Paul vs Mike Tyson,” which set streaming records.
Overall, Netflix continues to push boundaries and innovate in the streaming industry, offering users a more engaging and personalized viewing experience. With these new updates, the streaming giant is poised to stay ahead in an increasingly competitive market.
