Netflix Unveils Major Overhaul for tvOS and Experimental Features for iOS: What You Need to Know

In an effort to enhance user experience across its platform, Netflix has unveiled significant updates to its tvOS app and introduced experimental features for iOS. The improvements aim to make the platform more intuitive and enjoyable for users, with new design elements and interactive features. Let’s take a closer look at these changes and how they might reshape the way you experience Netflix, whether you’re watching on your TV or browsing on your iPhone.

Netflix’s Redesign for tvOS: What’s New?

Netflix is rolling out a fresh redesign for its tvOS app, with several key features that focus on improving user navigation and content discovery. Here are the major updates:

1. Discover Your Next Great Watch More Easily

Netflix is making it easier to find your next favorite show or movie. With new callouts like “Emmy Award Winner” or “1 in TV Shows,” you’ll see more information up front, helping you make a better-informed decision about what to watch.

2. More Visible Shortcuts

Previously tucked away on the left side, shortcuts to the “Search” and “My List” options are now prominently placed at the top of the screen, making them more accessible and convenient.

3. Better Realtime Recommendations

The homepage will now offer dynamic recommendations that respond to your current mood and interests, providing more tailored suggestions as you browse.

4. Elevated Design

Netflix’s revamped design offers a clean and modern interface that aligns with the elevated experience users expect. The new layout is more intuitive, with clear navigation and an overall fresher look.

This redesign ensures that you can access the content you love more easily and navigate through the app with greater fluidity. The new tvOS interface now feels more like a natural extension of the Apple TV’s own design philosophy, offering both functionality and visual appeal.

What’s New for iOS? TikTok-Style Feed and AI-Powered Search

While the tvOS update is set to roll out globally, Netflix is also testing a couple of innovative features for its iOS users. These features are still in the experimental phase, but they show promise for future releases:

1. TikTok-Style Vertical Discover Feed

Taking a page from the viral success of TikTok, Netflix is testing a vertical feed designed for quick scrolling and content discovery. The goal is to deliver bite-sized content suggestions in a format that mimics popular social media platforms.

2. Generative AI-Powered Search

Netflix is introducing a search feature powered by generative AI. This feature promises to enhance the search process by providing more relevant and personalized results, helping users quickly find exactly what they’re looking for.

Both of these features are not yet available globally, with the vertical feed only being tested and the AI-powered search rolling out as part of a small opt-in beta. If successful, they could fundamentally alter how users interact with Netflix on their mobile devices.

What Undercode Says:

Netflix’s move towards improving its user interface, particularly on tvOS, is a logical step in keeping the platform relevant and user-friendly. The introduction of more prominent shortcuts and a clearer homepage layout shows that Netflix understands the importance of ease of use. As viewers increasingly use streaming platforms on a variety of devices, Netflix has made an important decision to ensure that navigating the app remains seamless, whether you’re using a TV or a mobile device.

The integration of features that cater to a more personalized user experience is also noteworthy. With real-time recommendations and contextual information about each show or movie, Netflix is positioning itself as a platform that not only delivers content but also serves as a guide for discovering new and exciting options. The ability to see additional details about a title when hovering over it, for example, is a smart way to encourage users to engage with the content more thoughtfully.

The experimental features on iOS, particularly the TikTok-style vertical feed, reflect Netflix’s attempt to keep pace with the growing influence of social media on content consumption. By introducing a quick-scrolling, bite-sized format for discovering shows and movies, Netflix is adapting to a trend that’s been popularized by platforms like TikTok and Instagram. If successful, this could redefine the way users browse Netflix on their phones, making content discovery feel more spontaneous and less like a traditional search.

Moreover, the integration of AI into search is a natural next step in making the platform smarter. By offering personalized search results based on users’ preferences and behavior, Netflix could improve the overall user experience and make it easier for people to find exactly what they want without scrolling endlessly.

Fact Checker Results:

The major design overhaul for the tvOS app is confirmed to be rolling out soon, with Netflix clearly prioritizing easier navigation and content discovery.
The TikTok-style vertical feed and AI-powered search are currently in testing phases, with global rollout yet to be confirmed.
While the tvOS changes are aimed at all global users, the iOS features are still limited to beta testing, meaning they are not universally available at this stage.

Prediction:

As Netflix continues to refine its platform, the future of content discovery on the service looks brighter than ever. If the experimental iOS features perform well in testing, we may see a broader integration of social-media-inspired formats across the platform. The TikTok-style feed could become a permanent feature, making browsing faster and more engaging. Additionally, AI-powered search might evolve to not only understand user preferences but predict content choices, further personalizing the Netflix experience. These innovations will likely shape the way we consume entertainment for years to come.