Netflix to Launch Redesigned TV Experience and Vertical Video Feed on Mobile

Netflix revealed today a new TV experience that it plans to start rolling out to its subscribers in the coming weeks and months. The new homepage will replace the current list of items on the left with a top navigation bar where shortcuts to Search and My List will be more easily accessible.

The new design is also about better surfacing content as users scroll down the homepage. “We’re putting all the information you need to make an informed choice about what to watch front and center. That way you can better focus on what makes each title relevant for you, with callouts like “Emmy Award Winner” or “#1 in TV Shows,” the company explained.

The redesigned homepage should make recommendations “more responsive to your moods and interests in the moment,” Netflix said in the announcement. The mobile experience is also getting some updates, with a vertical video feed showing clips of Netflix shows and movies about to debut in the coming weeks. The TikTok-like feed will allow users to quickly launch a show or movie, add it to their watch list, or share it with friends.

Lastly, Netflix has started testing an AI-powered search experience on its iOS app that lets users find something to watch using natural language prompts. This new way to search will be available as an opt-in experience for select subscribers.