Netflix tests biggest redesign of TV app in 10 years to keep you streaming

 

On Thursday, Netflix began releasing the first significant update to its television app in ten years. The updates are intended to make it easier for users to choose what to watch quickly.

The forerunner of video streaming updated the home page by rearranging content, increasing title cards, and emphasizing easily readable sections like a show or movie. "stayed in the top 10 for 8 weeks."

A new "My Netflix" page was added, containing series or movies that a user has begun viewing or ones they have saved to watch later, along with other changes to the TV app, like moving the navigation button from the left to the top of the screen.

According to studies conducted by the company, customers were searching for titles that piqued their interest by doing what Netflix executive Pat Flemming referred to as "eye gymnastics," or circling around to different areas of the Netflix home page.

Flemming, senior director of member product, told Reuters in an interview that viewers were flitting from "the row name to today's top picks, to the box art, to the video, back to the synopsis."

"We really wanted to make everything easier to navigate, simpler, and more intuitive."


The modifications, which were made available to a portion of Netflix's around 270 million global users, aim to lengthen users' stays on the app in order to encourage them to switch to its new, less expensive advertising-supported plans.

 

In order to keep users on the app longer and get them to sign up for its new, less expensive plans with advertising, the streamer aims to extend the amount of time viewers spend using it.
Netflix
Before releasing it to a wider audience, the corporation will consider user comments and may make adjustments.

Telling investors that engagement time is the "best proxy for customer satisfaction," Netflix has been highlighting it as a crucial statistic.

In order to refocus Wall Street's attention, the business will cease regularly releasing membership statistics starting in 2019.

Before releasing it to a wider audience, the corporation will consider user comments and may make adjustments.
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Netflix will keep providing each customer with customized recommendations.

It is not making any changes to its recommendation algorithm as part of the redesign, Flemming said.