Netflix has updated its platform to enhance how we find and engage with content.
At its latest tech and product event, the company launched a conversational search experience powered by ChatGPT, and it’s starting to go live for iOS users this week as an opt-in beta.
Some subscribers in Australia and New Zealand got early access, according to Bloomberg. Now, you can type in casual phrases like “I want something funny and upbeat” or more specific moods like “scary, but not too scary… and maybe a little bit funny, but not haha funny.” In short, Netflix wants us to talk to our TV screens like we would to a friend.
This puts Netflix in the same arena as Amazon’s Fire TV, which already allows voice searches for vague prompts like “something exciting with a twist.” Tubi had a similar ChatGPT-based feature for a while but quietly dropped it, likely due to poor engagement.
Netflix has also overhauled its interface, the most commendable change in over ten years. Beyond aesthetics, the redesign is focused on practicality. Menus are cleaner, information is clearer, and decisions should be easier.
The goal is to stop jumping through hoops just to figure out what a show is about. Or, as Netflix puts it, to reduce “eye gymnastics.”
“We think it’s time to take a giant leap forward,” said Netflix’s chief product officer, Eunice Kim. “The new interface is simpler, more intuitive, and better represents the breadth of entertainment available.”
She added, “The current TV experience is built for shows and movies. This is designed for the future.”
Chief Technology Officer Elizabeth Stone said Netflix wants its interface to finally reflect the platform’s evolving line-up, which now includes video games, sports, and live events.
In a subtle nod to TikTok’s influence, Netflix is also introducing vertical video previews for mobile users, allowing for faster browsing, easier sharing, and immediate access to full episodes or trailers. The aim is to capture attention before the scroll fatigue kicks in.
More practically, shortcuts like the My Netflix tab, home to your reminders and continue watching list, will now appear at the top of the screen, making them more accessible.
Behind the scenes, there’s another major shift. With Netflix continuing to bet on live content, it’s facing growing technical challenges.
Last year’s Jake Paul vs. Mike Tyson boxing match pulled in around 65 million viewers and tested the platform’s limits, with many users complaining about buffering and glitches.
The company has since upgraded its streaming systems. When Netflix aired two NFL games weeks later, the service held up without major issues. Now, with WWE’s RAW and new weekly talk shows like Everybody’s Live with John Mulaney, Netflix is doubling down on live content.
But scaling live events globally demands stronger infrastructure, especially as the company eyes higher sports deals.
Eunice Kim noted, “This is designed for the future.”
