Netflix (NFLX.O) announced plans on Wednesday to revamp its TV app interface and roll out a generative AI-powered search tool for iOS users, as the streaming giant doubles down on personalization and user engagement amid economic uncertainty and heightened market competition.
The TV app redesign will feature a new homepage layout, elevated placement of the “My List” and Search buttons, and more tailored recommendations to help users navigate Netflix’s vast content library more intuitively.
On the mobile front, iOS users will soon be able to search for content using natural, conversational phrases such as:
“I want something funny and upbeat.”
This AI-infused search experience is expected to make content discovery smoother and more aligned with how users naturally express preferences.
Additional Mobile Features:
-
A vertical video feed showcasing show and movie clips, mimicking TikTok-like interaction
-
Tap-to-watch functionality for seamless transitions from previews to full content
-
Rollout of mobile updates in the coming weeks, initially on iOS
The updates come as Netflix faces intensifying pressure from rivals like Disney+, Max, and Amazon Prime Video, while consumer spending may be dampened by a potential U.S. recession. By enhancing accessibility, personalization, and mobile engagement, Netflix aims to retain its market leadership and subscriber loyalty.