For the first time in over a decade, Netflix is giving its user interface a significant overhaul, aiming to make content discovery easier and keep users engaged for longer. The redesigned experience will roll out gradually over the coming weeks and months across TV and mobile platforms.
Unveiled by Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone, the new interface maintains the familiar Netflix feel while introducing streamlined, intuitive updates. “We wanted an experience that’s flexible, intuitive, and responsive to our members’ needs,” said Kim.
Key upgrades to the TV interface include:
- Improved content discovery, featuring clear callouts like “#1 in TV Shows” or “Emmy Award Winner.”
- More visible shortcuts, moving Search and My List from the side to the top of the screen.
- Real-time personalized recommendations, tailored to user moods and preferences.
- A sleeker design that modernizes the homepage.
On mobile, Netflix is embracing Generative AI. A new AI-powered search feature, in beta for iOS users, will allow conversational queries like, “I want something funny and upbeat.” Additionally, a vertical discovery feed – launching soon – will showcase content clips users can watch instantly, save, or share.
Stone emphasized that the redesign sets the stage for ongoing innovation. “This upgrade gives us the flexibility to evolve and connect members with even more shows, movies, and games they’ll love.”
As the rollout continues, Netflix will monitor user feedback to fine-tune the experience and ensure maximum engagement.
