A slate of new changes is coming to Netflix to "elevate" the viewing experience.
Users of the streaming giant will be able to enjoy a brand new homepage, which aims to be "simpler, easier, and more intuitive" for viewers.
Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone revealed the new changes to the service both via TV and mobile devices.
Among the design changes is a layout that "puts all the information you need to make an informed choice about what you watch front and centre", with labels such as "Emmy Award Winner" and "Number 1 in TV Shows" to help users find what is relevant to them.
Additionally, there will also be better real-time recommendations when looking for your next binge watch, with more responsive choices based on your viewing habits, moods, and interests in the moment.
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Shortcuts to Search and My List are being moved to the top of the homepage, where they will be easier to access after previously being included on the left-hand side panel.
The homepage is also set to take on a "clean and modern design" that "better reflects the elevated experience" of Netflix, with a more simplified look to match its new easy-to-use features.
The first Generative AI features used on Netflix have also been announced for mobile users, with an opt-in beta available for iOS users that allows members to search for shows and movies using conversational phrases, such as "I want something funny".
A vertical feed will also be tested for mobile users over the coming weeks, allowing Netflix viewers to tap to watch a show or movie, add it to My List, or share with friends.
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These changes will be rolling out "in the coming weeks and months", but a hard date has not yet been announced for any individual feature.
Speaking in a video showcasing the new changes, Kim said that "the new Netflix TV experience is still the one you know and love – just better."
She continued: " 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."
Stone said in a clip: "One of the reasons I joined (and why I stay) is because this company has always had a unique ability to marry incredible tech with incredible entertainment. That’s our superpower.
"Obviously, everything starts with great shows and movies that people love. But if you think about all of the areas where Netflix has a big advantage – our reach, our recommendations, our fandom – tech enables all those things."
She concluded: "What’s most exciting to me is how our new TV experience gives us the ability to evolve and innovate more easily going forward.
"That’s how we’re going to make the Netflix people know even better. And it’s how we’ll continue to connect them with even more shows, movies and games they’ll love."
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