Netflix Revamps TV App and Introduces AI-Powered Search on iOS

Netflix Unveils Redesigned TV App, Adds GenAI Search on iOS

Netflix users can search using natural language phrases with GenAI search Netflix on Wednesday unveiled a redesigned homepage for its TV app, as part of the streaming platform's efforts to optimise navigation on the app. The company has brought generative AI (GenAI) to the search feature, allowing users to search for content using natural conversation phrases. The app will offer more 'responsive' recommendations based on users' search history and viewing behaviour. Netflix has also announced that the app will accommodate live events and sporting events on the homepage, alongside movies and TV series. In a blog post, the company says that the new Netflix TV homepage was redesigned to make it easier to find movies, shows, games, and live events. The company has moved the My List and Search shortcuts to the top of the screen, to make them easier to access. Meanwhile, the platform says that live events and games will now be accommodated alongside movies and TV shows. Netflix is also upgrading its recommendations, which are now more responsive to a user's activity on the app. The app will now rely on more information -- such as a user's search history or their viewing behaviour -- to improve the quality of content suggestions displayed in the app. The search feature on the Netflix app for iOS is being upgraded using GenAI, and users will be able to use natural phrases to search for movies and TV series on the streaming platform. This is part of an opt-in beta, according to the company. The AI-powered search feature reportedly being tested by Netflix with users in Australia and New Zealand last month. At the time, the company had stated that it had used AI models from ChatGPT maker OpenAI. Netflix says the redesigned homescreen will roll out to users "in the coming weeks and months". There's no word from the platform on when the upgraded search experience will be available to users on iOS, and when it will make its way to other platforms, including Android. Last month, Netflix announced that it had updated its TV app with support for multilingual audio, allowing users to watch movies and TV shows in all available languages, across the company's catalogue. The functionality was previously limited to the Netflix app for iOS and Android smartphones.

Netflix to revamp TV app and introduce AI to iOS platform By Investing.com

Investing.com -- Netflix (NASDAQ:NFLX) announced on Wednesday that it is planning a major overhaul of its TV app interface and will introduce generative AI to the iOS mobile platform. This will allow users to search for content using natural, everyday language. The move comes as the streaming titan aims to maintain and expand its market share amid rising uncertainties and concerns about a potential U.S. recession impacting consumer spending. The company's plans include a redesign of its TV app homepage, more personalized recommendations for subscribers, and the repositioning of the search and "My List" options to the top of the interface for easier access. Netflix is also set to enhance its mobile experience in the upcoming weeks. It plans to test a vertical feed that will display clips of shows and movies, with users able to tap to view the full version. The upcoming AI-enhanced search option for mobile users will allow members to find content using natural, conversational phrases such as "I want something funny and upbeat". This is part of Netflix's broader strategy to make the user experience more intuitive and personalized.