Netflix Is Taking a Cue from TikTok With New Mobile Video Feature
Netflix is getting a makeover.
The streaming giant, which will celebrate its 28th birthday in August, is undergoing a bit of a visual revamp. In a new blog post, the company shared a sneak peek at its updated home page design and details on some of its new features, which are all intended to create “a simpler, easier, and more intuitive design.”
“The new Netflix TV experience is still the one you know and love—just better,” said Netflix’s Chief Product Officer Eunice Kim.
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The updated features will start rolling out to customers around the globe in the coming weeks and months. Among the more notable features: information about a movie or TV show, like its ranking or any major award wins, will be more easily visible; shortcuts to bring up the Search and My List functions will move to the top of the page for easier access; and “realtime recommendations” that will respond to what you’re currently watching and your perceived mood and/or interests.
Netflix
For mobile app users, the company is utilizing even more technology. Specifically, they’re “exploring ways to bring Generative AI to our members’ discovery experience, starting with a search feature on iOS that is a small opt-in beta,” according to the blog post. “This will allow members to search for shows and movies using natural, conversational phrases like ‘I want something funny and upbeat.’”
Netflix
For TikTok devotees, Netflix’s new vertical feed will have a similar look and feel—yet be a way for viewers to discover new content via clips of a variety of Netflix series and films. If you like what you see, “You'll be able to tap to watch the whole show or movie immediately, add it to My List, or share with friends,” according to the company. All within a mobile environment that seems familiar but is totally brand-new.