Netflix is rolling out a redesigned TV app interface and introducing an AI-powered search feature for iOS devices, aiming to enhance user experience and content discovery. These updates reflect Netflix's commitment to innovation in an increasingly competitive streaming landscape.

Enhanced TV App Experience

The revamped TV app interface focuses on simplicity, intuitiveness, and personalization. Key changes include:

• Streamlined Design: A new homepage with a modern look puts content front and center. The familiar vertical sidebar is replaced with a horizontal navigation bar at the top, offering easier access to key sections such as search, TV shows, movies, games, and "My Netflix".
• Improved Discoverability: More information about shows and movies is readily available, including tags like "Emmy Award Winner" or "#1 in TV Shows". Content is organized into categories such as "Your Next Watch," "Today's Top Picks For You," and "Only on Netflix". Expanded cards offer synopses, genres, and cast details without requiring users to click through multiple layers.
• Easier Navigation: "Search" and "My List" (now "My Netflix") are moved to the top of the screen for quicker access. "My Netflix" consolidates watchlists, viewing history, and saved titles in one place.
• Responsive Recommendations: The recommendation engine is being tuned to respond dynamically to users' viewing habits, suggesting similar content based on recent activity. This system adjusts recommendations based on immediate viewing behavior, such as a user watching crime thrillers, to surface similar content.
• Flexible Platform: The updated UI provides a more flexible homepage that adapts to users' search and viewing habits. This flexibility allows Netflix to innovate and change its offerings rapidly.

Netflix executives emphasize that the new TV experience is designed to be more intuitive and responsive to members' needs. The goal is to help users easily find shows, movies, live events, and games they will love.

AI-Powered Search for iOS

Netflix is also experimenting with generative AI to improve content discovery, starting with a search feature on iOS devices. This opt-in beta feature allows users to search for shows and movies using natural, conversational phrases such as "I want something funny and upbeat".

• Natural Language Search: Users can ask for content in everyday language, simplifying the search process. For example, users can say "Suggest a feel-good show" or "Show me something suspenseful".
• AI-Driven Recommendations: The AI-powered search aims to provide better recommendations by understanding the nuances of user requests. Netflix partnered with OpenAI to develop this feature, which enables viewers to find new content or rediscover old favorites using more than just standard keywords.

Netflix is also testing a vertical feed, similar to TikTok, filled with clips of shows and movies. This feature allows users to tap to watch the full show or movie, add it to "My List," or share it with friends.

Looking Ahead

The redesigned TV experience is expected to roll out to members worldwide in the coming weeks and months. The AI-powered search feature is currently in a limited beta on iOS. These updates are part of Netflix's ongoing effort to enhance user engagement and maintain its leadership position in the streaming market. By combining a streamlined interface with intelligent search capabilities, Netflix aims to provide a more personalized and enjoyable viewing experience for its users.