Netflix Tests Major TV App Redesign in 10 Years

Netflix began testing the first major redesign of its video interface in a decade on Thursday to help viewers choose what to watch faster

The video streaming pioneer aims to increase the duration of time consumers spend on the app to attract subscribers and retain customers for its new, lower-cost advertising plans.

Netflix executive Pat Flemming referred to the behavior of users as “eye gymnastics,” which involves examining various areas of the Netflix home screen in an attempt to locate a title that piques their interest. Company research revealed this.

In an interview with Reuters, Flemming, senior director of member product, stated that viewers’ attention was diverted from the synopsis to the video, the box art, the video, and the row name.

The home page underwent modifications that included the enlargement of title cards, the reorganization of information, and the emphasis on easily understandable information, such as the fact that a show or movie had spent eight weeks in the top ten.

The new format will be accessible to a portion of Netflix’s nearly 270 million users worldwide beginning on Thursday. Before releasing it to a broader audience, the organization will solicit feedback and potentially implement modifications.

Netflix has been emphasizing engagement time as a critical metric, extolling its “best proxy for customer satisfaction” to investors.

To redirect Wall Street’s attention, the organization will cease its routine publication of subscriber counts next year.

The menu button was relocated from the left to the top of the screen, in addition to other modifications to the TV program.

A new “My Netflix” tab was introduced, which displays the programs or movies that a user has begun watching or has saved for future viewing.

Each user will continue to receive personalized recommendations from Netflix. “It is not altering its recommendation algorithm as part of the redesign,” Flemming stated.

In the afternoon trading session on Nasdaq, Netflix shares, which have increased by 38% this year, were down approximately 0.5% to $647.49.