If you watch Netflix on your TV or a streaming device, you’re about to get treated to a whole new user experience. Netflix is also testing a couple of fresh innovations for its mobile app.

Netflix Unveils a New TV App for the Masses

In a press briefing, Netflix unveiled an entirely new TV experience designed to make the streaming service simpler and easier to use than ever.

The biggest change is more contextual information on each tile, making it easier to make a quick decision over what to watch. And as you navigate around the homepage, Netflix will update its recommendations in real time, adapting them to what your interests are at that moment.

The main navigation bar housing the shortcuts will be moved to the top, with tabs such as Search, Shows, Movies, and Games all easily reachable. There will also be a My Netflix hub housing your watchlist, shows that you’ve started watching, and content you’ve opted to be reminded of.

Chief Product Officer Eunice Kim said:

“The new Netflix TV experience is still the one you know and love — just better. When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs, and capable of elevating the most thrilling moments on Netflix.”

Making It Easier to Find What to Watch Next

The core idea underpinning the redesigned TV experience is an ambition to make it easier for people to find what to watch next. Which makes total sense given that that’s the key to keeping subscribers happy. There’s a wealth of content available on Netflix, but the issue is pairing that content with viewers.

As well as a total redesign of the TV experience, Netflix is making changes to its mobile app.

First up, there’s a new way to search for what to watch on Netflix using natural language and conversational phrases such as “I want something funny and upbeat.” Generative AI will then deliver results that it thinks best match what’s being asked. This is currently a small, opt-in beta test only on iOS.

In the coming weeks, Netflix will also be testing a vertical feed that is packed with clips of movies and TV shows. If you see something you like the look of, you’ll be able to tap to start watching the full thing immediately, add it to your watchlist, or share it with family and friends.

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The new Netflix TV experience will roll out gradually and globally starting on May 19, but you can see a preview on the Netflix newsroom, and Netflix’s Tudum blog right now.