Netflix is rolling out its most significant TV app redesign in over a decade, aiming to enhance user engagement and simplify content discovery. The update, set to launch globally on May 19, 2025, introduces a more intuitive interface, personalized recommendations, and AI-driven search capabilities.
Key Features of the New TV App Design:
- Enhanced Navigation: The redesigned interface features a top-mounted navigation bar with shortcuts to ‘Home,’ ‘Shows,’ ‘Movies,’ ‘Search,’ and ‘My Netflix,’ streamlining access to key sections.
- Personalized Recommendations: The ‘My Netflix’ section curates content based on individual viewing history, allowing users to easily access their favorite shows and movies.
- AI-Powered Search: A new generative AI-powered search feature enables users to find content using natural language queries, such as “a funny horror movie,” enhancing the search experience.
- Improved Content Previews: Hovering over a title now displays a trailer and detailed information, including genre, release year, and episode count, within the same tile, reducing the need for excessive scrolling.
- Mobile App Enhancements: The mobile app introduces a vertical video feed, similar to TikTok, for easier content discovery, and notifications for live events to keep users informed.
This overhaul addresses user feedback regarding “decision fatigue” and aims to increase engagement by making content discovery more efficient and enjoyable. The update will be available on most TVs and streaming devices, with broader compatibility planned.
Key Takeaway
Netflix’s new TV app design offers a more personalized and streamlined viewing experience, leveraging AI to enhance content discovery and user engagement.