The mobile-only feed, which is being introduced this time, is structured in a vertical scrolling format, and users can easily browse clips of Netflix original content. If they find a content they like while watching a clip, they are provided with the ability to watch the entire content immediately, save it to 'My List', or share it with a friend.
In addition, the UI of the TV has changed. Information that helps with content selection has been placed more prominently. For example, key information such as 'Emmy Award winners' or 'No. 1 TV series' has been directly displayed on the main screen to make selection easier and faster. The 'Search' and 'My List' shortcuts, previously hidden on the left side, have been moved to the top of the screen to improve both usability and visibility.
The recommendation algorithm has been improved in real time. Netflix said it has improved the recommended content that appears on the home screen to instantly change based on the user's emotions and interests.
The changes continue on mobile. A generative AI-based search feature currently being tested on iOS will let you search for content using natural language, such as “feel-good comedy.” This is Netflix’s first attempt to fully integrate generative AI into its user search experience.
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