Netflix to rollout GenAI search for more users, unveils redesigned TV experience

Netflix said the new TV design is more flexible and better suited to support the company's growing entertainment portfolio, which now includes live entertainment and gaming

Netflix has unveiled a redesigned television homepage on May 7, reflecting the streaming giant's growing ambitions in the digital entertainment industry.

The platform is also expanding its generative artificial intelligence (AI)-based search experience to more members this week, as it looks for newer ways to use technology in how users discover content.

Netflix, which has partnered with ChatGPT maker OpenAI for this initiative, started testing the new search experience with select iOS users in Australia and New Zealand in April.

"We want you to be able to discover shows and movies using natural, conversational phrases like 'I want something funny and upbeat' or 'I want something scary, but not too scary...and maybe a little bit funny, but not like haha funny,'" Netflix chief technology officer Elizabeth Stone said in a virtual event.

Netflix's new search feature lets people discover shows and movies using natural, conversational phrases

Stone said the streaming service has long used AI to personalise the information it provides about each title, including synopses, artwork, and trailers. "Generative AI allows us to take this a step further, for example by showcasing our titles in more languages and locations around the world," she said.

OpenAI provides some of the baseline model capabilities for the search experience, while Netflix's internal team adds context about the content and its members to make it a 'helpful and delightful experience' for them, Stone said at the event.

New TV Experience

The new TV experience features a clean, contemporary design with prominent shortcuts to Search, Games, and a new My Netflix section that replaces the My List section, along with Shows and Movies sections through a top navigation bar. These options were previously available through a left sidebar menu.

Netflix's chief product officer Eunice Kim said the current TV experience was built for streaming shows and movies. The new design, which has been in the works for a couple of years, is more flexible and better suited to support a growing entertainment portfolio, which now includes live entertainment and gaming. Netflix has been testing the new homepage design with select users since June last year.

"Our redesigned TV homepage is simpler, more intuitive, and better represents the breadth of entertainment on Netflix today. And it's better at the most important thing, which is helping our members easily find shows, movies, live events, and games that they'll love", she said.

Kim also mentioned that the new TV experience puts all the necessary information about what is unique about each title "front and center" with key words such as Emmy Award winner or number one in TV shows.

Netflix is also making recommendations on the homepage more dynamic by pulling in additional signals such as what trailers a user is watching, ratings they are giving to titles, or who they're searching for on the platform, to better cater to their needs and interests at the moment, Stone said.

This is also the streaming platform's first major redesign after it introduced an ad-supported tier in select markets in November 2022.

"The new member experience gives us a lot more flexibility to innovate and evolve the homepage in many different ways in the future...we believe that the improvements to the member experience will ultimately drive lots of great outcomes for advertisers as well" Kim said.

Vertical Mobile Feed

In the coming weeks, Netflix will also be testing globally an Instagram Reels-like vertical feed featuring clips from its shows and movies to help users discover content more easily.

The feed, which will appear as a row on Netflix's mobile homepage, will showcase clips from shows and movies recommended to each user, who can then tap to watch the full title, add it to their list, or share it with friends.

Netflix previously tried a similar feature called Fast Laughs in 2021, which let users scroll through a vertical feed of funny clips. The feature was later discontinued.