The redesign follows a blockbuster Q1, where Netflix added 18.9 million subscribers
Netflix is rolling out its first major design overhaul since 2013 to help viewers decide what to watch faster.
Announced on Wednesday, the refresh features include a cleaner TV homepage and title cards with tags like “#1 in TV Shows” or “Emmy Award Winner” to guide choices.
The company says that recommendations will update in real-time and be tailored to users’ viewing habits and even the time of day.
The redesign follows a blockbuster Q1, where Netflix added 18.9 million subscribers.
AI in the mix
According to Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone, Netflix is testing an AI-powered search tool that lets users type natural phrases like “I want something funny and upbeat” and have results come up.
It is also exploring a TikTok-style vertical video feed on the app to surface new shows via short clips.