Streaming giant Netflix on Wednesday announced the second major overhaul of its user interface since the 2013 redesigning.
The redesign is set to roll out starting Monday, May 19, though it may take a few weeks for it to be available in all languages around the globe, Tudum said.
A welcome message will appear when the update is accessible and guide viewers through the new homepage and all its features.
For starters, the new TV home page will move its main menu from the left-hand side to the middle of the page, similar to rival Apple TV. Shortcuts to Search, Shows, Movies, Games, and “My Netflix” will be located at the top of the screen and always visible.
Content descriptions will appear more compact, and recommendations will be more personalized in real-time based on browsing behavior and the viewing time of day, the company said.
The “My Netflix” hub serves as a “favorites” folder that also keeps track of where you left off and on what show, and more.
The new homepage was unveiled to reporters on Tuesday during the company’s first-ever virtual “Product & Tech” event.
Netflix has been working on the new home page since last year, said Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone.In addition to the new interface, Netflix is in the process of finalizing new generative AI search tools and a vertical video feed for mobile phones.
Users will have the option to participate in a beta test of the generative AI-boosted search through the mobile app. Users will be able to look for content using “natural conversational phrases like ‘I want something funny and upbeat,’” the company said.
The vertical video feature for mobile phones will also undergo a round of beta testing before its release. It has been described as a TikTok-like feed that contains clips from Netflix shows and movies, offering users bite-sized samples of content to scroll through for discovery, with bookmarking and programming just a tap away.
These new features should become available “in the next weeks and months,” Kim said.
Netflix reported record profits during its first quarter report last month, with shares rising 25 percent compared to last year, and revenue growing 13 percent compared to 2024. The remarkable results owe for a great deal to two factors—an across-the-board pricing increase and higher than expected advertisement income.