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A Netflix has just presented a major transformation in its interface, betting on an even more intuitive, modern and personalized experience for s. The new proposal combines simplified design, optimized navigation and cutting-edge technological resources — including generative artificial intelligence and a vertical feed in the style of TikTok, focused on the agile and fun discovery of content. With the changes, the Netflix hopes to deliver more accessible shortcuts, real-time recommendations that adapt to the viewer's mood, and a new way to search. 1y312f
Netflix's New TV Experience 183n3a
A Netflix is implementing a new TV experience, with the aim of simplifying and making navigation within the app more intuitive. The redesign brings a cleaner and more modern home page, with a focus on improving content discovery.
The new interface also promises to streamline the experience for the future by being more flexible and adaptable. This is particularly important as the Netflix is investing in live content and even in offering games, elements that can now be highlighted more easily. The idea is that the home page, in addition to being more visually appealing, also works as an intelligent platform, adjusting suggestions based on behavior and preferences.
“Our redesigned TV homepage is simpler, more intuitive and better represents the breadth of entertainment on Netflix today. And it’s better at what matters most: helping our easily find the shows, movies, live events and games they’ll love.”
Eunice Kim, Chief Product Officer at Netflix.
Another innovation is the introduction of real-time recommendations. The platform will automatically adjust content suggestions based on what the is watching, whether it’s a trailer or even their recent search. This will allow Netflix offer more personalized options, quickly adapting to your s' mood and current interests.
See below the video of the publication made by herself Netflix to demonstrate the new features:
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A Netflix is starting the global rollout of a new interface for its TV app, promising a more fluid, intuitive and personalized experience. According to the company, the redesign aims to better reflect the diversity of content currently offered — which goes beyond series and films, including live events and interactive games. With a cleaner and more organized look, the home page now highlights a large central banner with immediate viewing suggestions and makes navigation easier with thematic collections such as “Your Next Screening"and "Today's Best Picks for You“, providing more efficient curation for the viewer.
One of the most visible changes is the reorganization of navigation shortcuts, which were previously hidden in the left sidebar and now occupy a more prominent position at the top of the screen. In addition, content icons now display badges such as “Recently Added" or "Emmy Winner”, which help the quickly understand the value of each title. This new layout is designed not only to better serve the present, but also to be a flexible foundation for future advancements, such as live streaming and gaming — areas where Netflix has invested heavily and started testing on its platforms.
Another highlight of the redesign is the technology behind the recommendations. The new interface introduces responsive recommendations that better interpret s' interest signals, such as trailers watched or names searched on the platform. The technology director Elizabeth Stone explained that if a searches for romantic comedies or specific actors, the system will dynamically adapt the home page with titles that match those preferences. This is an important step in personalizing the experience, making each interaction with the service more intelligent and aligned with the subscriber's moment.
Generative AI Research y2z6z
A Netflix is also introducing a new search model based on generative artificial intelligence. The new feature allows people to search for series and films using natural language phrases, such as “I want something funny and lively” or even more subjective and detailed requests. The goal is to make discovery more fluid and intuitive, bringing the search process closer to an everyday conversation, instead of relying on exact or rigid categories.
The functionality, which initially arrives in beta version for iOS s, represents a bet by Netflix to make browsing more personalized and emotionally connected to its audience. Instead of simply filtering by genre or popularity, AI will interpret nuances in a ’s mood and preferences in the moment, suggesting options that better fit what they’re looking for — even if that desire is hard to express precisely. It’s a more empathetic and adaptive discovery experience that responds to how we actually think about entertainment.
In addition to conversational search, the company also revealed plans to employ generative AI in other areas of the experience, such as creating personalized title covers that are tailored to each subscriber's language and context.
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A Netflix is about to test a new feature in its mobile app that brings the logic of vertical feeds — popularized by networks like TikTok and Instagram — into the streaming universe. With short, full-screen videos, the idea is to transform trailers and clips from series and films into a fast, light and fun browsing experience. s can swipe up to see the next content, making the process of discovering something new as engaging as exploring a social network.
When interacting with clips, viewers will have three direct options: start watching the full title, add it to their personal playlist, or share the clip with friends. These commands appear discreetly in the bottom right corner of the screen, allowing attention to remain on the content. Netflix bets that this dynamic visual format will make it easier to choose what to watch, especially in moments of indecision, transforming the platform's curation into something more visual and spontaneous.
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Sources: Netflix, The Verge e TechCrunch.
