Netflix is rolling out its first major homepage redesign in over a decade. On Wednesday, the streaming platform revealed plans to overhaul its homepage, which had remained unchanged since November 2013.
In addition to the new look, Netflix is also testing new features, including a generative AI-powered search tool and a TikTok-style vertical video feed for mobile users. While these features will initially be available to only a select group of users as part of beta tests, the scale of the tests indicates the company’s ambition for a broader rollout.
The redesigned TV homepage will shift its main menu to the center of the page, similar to the layout of Apple TV. Content descriptions will be more compact, and recommendations will be personalized in real-time based on users’ viewing habits and the time of day. The update also includes a stronger focus on Netflix’s live events and gaming options, especially for users who prefer such content.
Netflix’s Chief Product Officer, Eunice Kim, and Chief Technology Officer, Elizabeth Stone, presented the changes to reporters during the company’s first virtual “Product & Tech” event on Tuesday. Kim explained that the redesign had been in the works since last year, and the new homepage and features will be gradually rolled out over the coming weeks and months.
One of the new features Netflix is testing involves generative AI for search, where users can discover content using conversational phrases such as “I want something funny and upbeat.” This feature will initially be available as an opt-in beta on mobile.
Additionally, Netflix will start testing the vertical video feed on mobile devices in the coming weeks. The feature will allow users to scroll through short clips from Netflix shows and movies, offering bite-sized content that can easily be tapped to watch in full.
This announcement comes just weeks after Netflix reported record profits in its latest quarterly earnings, easing investor concerns amid broader economic challenges. The timing of the redesign, just before Netflix’s May 14 upfront event where it will present content to advertisers, suggests the company is looking to make a big splash in the market. While Kim noted that the redesign wasn’t directly timed with the upfronts, it’s expected to generate significant excitement as Netflix continues to show strong performance.
