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Netflix new redesign places a big bet on AI Search
Jason Sigmon
May 08, 2025
Grok | Curated Movies
TL;DR: Netflix is rolling out a redesigned TV app homepage with AI-powered search and a TikTok-style vertical video feed to enhance user experience.
Key Points:
Features a cleaner, modern design with centralized shortcuts for Search and My List, plus labels like “Emmy Award Winner” or “Your Next Watch” to highlight content.
An opt-in beta for iPhone users allows natural language searches, such as “I want something funny and upbeat,” to refine recommendations.
Updates will gradually appear over the “coming weeks and months,” though no specific date was provided.
Why It Matters: The redesigned homepage, with its emphasis on intuitive navigation and curated groupings like “Only on Netflix” or “Today’s Top Picks For You,” addresses user complains about content discovery. By implementing personalized labels, Netflix aims to reduce decision fatigue, potentially increasing viewer engagement and retention. The introduction of an AI-powered search, initially for iPhone users, will allow queries like “I want something funny and upbeat,” to find something new for a user. If successful, this update could influence competitors to adopt similar AI and short-form video integrations, further blurring the lines between streaming services and social media platforms.