Netflix is launching a major overhaul of its main television home page, the first redesign since it unveiled its current interface in 2013. The streaming service also announced it will begin testing new tools including generative AI-powered search and a vertical video feed for mobile users. While initially described as small tests, the global scope indicates a broader effort.
The updated TV interface will shift the main menu from the left side to the center of the screen. Content descriptions will appear more compressed. Recommendations will adapt faster based on user browsing behavior and viewing time of day.
Testing for the generative AI search feature will start as an opt-in beta on mobile devices. Users can look for content using everyday language phrases, such as asking for something "funny and upbeat."
A mobile vertical video feed will also be tested in the coming weeks. This feature will showcase short clips from shows and movies available on Netflix, offering users quick samples to aid content discovery. Tapping a clip will lead directly to the program.
The company stated these experiences will roll out to users in the "next weeks and months." Although termed tests, the planned scale suggests a wider deployment may follow depending on results.
The changes aim to help viewers find something to watch more quickly and reduce scrolling time. The new television layout, internally called "Eclipse," will show larger images when a title is selected and offer more details, including badges like "highly rewatched." The recommendation algorithm is designed to work faster.
The announcement occurred Tuesday during the company's first virtual "Product & Tech" event. Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone presented the updates. Kim told reporters the home page redesign had been in development since last year. The news follows Netflix reporting record profits and comes shortly before its May 14 upfront event where it will present offerings to advertisers. Kim stated the timing was not tied to influencing the upfronts.
Analysts anticipate the changes could influence design decisions at other streaming companies.
