On Wednesday, Netflix launched a revamped homepage for its TV app, aiming to enhance user navigation across the platform. The new design incorporates generative AI (GenAI) into the search functionality, enabling users to search for content using conversational phrases. Additionally, the app promises more tailored recommendations based on individual search habits and viewing patterns. The update includes provisions for highlighting live events and sports alongside traditional movies and TV shows.
Netflix Enhances Recommendations with Real-Time User Insights
In a blog entry, the streaming giant explained that the redesigned Netflix TV homepage aims to facilitate easier discovery of movies, shows, games, and live programming. The My List and Search shortcuts have been repositioned at the top of the interface for improved accessibility, ensuring live events and games are featured prominently alongside other content.
Netflix is also enhancing its recommendation system to be more responsive to users’ actions within the app. By utilizing data such as search history and viewing habits, the platform aims to refine the accuracy of the content suggestions presented to users.
The iOS version of the Netflix app will see an upgrade to its search capabilities through GenAI, allowing users to conduct searches for movies and TV shows using natural language. This feature is currently available as part of an opt-in beta program.
GenAI search on Netflix for iOS
Photo Credit: Netflix
The new AI-enhanced search feature has reportedly been trialed with users in Australia and New Zealand over the past month. During testing, Netflix indicated it was utilizing AI models developed by OpenAI, the creators of ChatGPT.
Mobile users can also look forward to a new vertical discovery feed, showcasing clips from various movies and shows available on the platform. They will have the option to share clips with friends, add them to their watchlist, or begin streaming directly on their devices.
Netflix has stated that the redesigned homepage will be rolled out to users over the coming weeks and months, although the timeline for the enhanced iOS search feature or its availability on other platforms like Android remains unspecified.
Last month, the company announced an update to its TV app that adds support for multilingual audio, allowing users to view movies and TV shows in any available language across the content library. This feature was previously limited to the Netflix app on iOS and Android smartphones.
