Netflix has initiated the rollout of its most significant television app redesign in over ten years, aiming to streamline user experience and enhance content discovery. The move comes as the video streaming giant seeks to boost viewer engagement and attract subscribers to its new, more affordable plans featuring advertising.
According to Netflix executive Pat Flemming, user research revealed that viewers often engaged in what he termed “eye gymnastics,” navigating various sections of the Netflix home screen in search of appealing content. The revamped design aims to simplify this process by enlarging title cards, reorganizing information, and highlighting key details such as a show’s ranking in the top 10.
A select group of Netflix’s extensive user base will begin experiencing the new interface starting Thursday, with the company planning to gather feedback and potentially make further adjustments before a wider rollout. Emphasizing the importance of engagement time, Netflix views it as a primary indicator of customer satisfaction, intending to shift investor focus away from traditional subscriber numbers.
Among the notable changes, the menu button has been relocated to the top of the screen, and a new “My Netflix” tab has been introduced, showcasing shows or movies users have started watching or saved for later. Despite these alterations, Netflix assures users that its personalized recommendation algorithm remains unchanged.
