Prime Highlights:
- Netflix is testing AI-driven search and a TikTok-like vertical video feed to improve content discovery and personalization.
- The new features will transform the streaming experience on mobile and TV platforms based on user engagement.
Key Facts:
- The AI-driven search allows users to search for content in natural, conversational language.
- A vertically scrollable TikTok-like video feed provides a new way to discover clips of Netflix content.
Key Background
Netflix is embarking on a radical effort to redesign its user interface with cutting-edge features driven by artificial intelligence and more recent content display trends. As part of an ongoing overhaul, the streaming giant is testing two significant overhauls: an artificial intelligence-driven search feature and a TikTok-type vertical feed for smartphone viewers.
The natural language-based search function is designed to enable users to search with content using natural language queries that are easy to understand rather than keyword search. It enables the service to search with a phrase like “show me action movies of the 90s” or “comedies with lead female characters” and return filtered and personalized results. This is a wide departure from Netflix’s traditional search, putting the service on a more human user expression path.
In the meantime, Netflix is testing a vertically scrolling feed on its mobile phone app. Taking a page from the format of the TikTok platform, the new feature displays a continuous string of short segments from a range of TV shows and films. The viewers are able to scroll through the previews to discover titles that interest them, providing a more engaging and intriguing discovery process. This step not only redesigns the app but also aims to create more activity, especially from younger viewers familiar with short-form video sites.
On top of these enhancements, Netflix has redesigned its homepage yet again to better enhance usability. The new format features floating tiles of content, genre labels such as “#1 in TV Shows,” and speedier navigation from a topbar. This mass overhaul is testament to Netflix’s commitment to presenting a more visually engaging and more personalized experience that enhances its competitiveness in the evolving streaming landscape.
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