(Bloomberg/Lucas Shaw) — Netflix Inc. has redesigned its popular streaming service to highlight newer types of programming and make it easier for customers to find shows to watch.
The new version of the home page will consolidate materials promoting individual titles and update program recommendations in real time. It will notify viewers about upcoming live events and updates to certain games.
Netflix has expanded the types of programming it offers over the last few years, investing billions of dollars across video games and live events like the National Football League and wrestling.
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But many TV viewers now complain about how hard it is to find things to watch. Netflix is addressing these complaints by reducing the amount of clutter on its home page and offering more context around titles to help guide viewer decisions, like calling out if something has been nominated for awards.
“Our redesigned TV home page is simpler, more intuitive and better represents the breadth of entertainment on Netflix today,” Chief Product Officer Eunice Kim said during a presentation for members of the press.
The new interface underpinning the service will allow Netflix to make tweaks to accommodate more recent offerings like advertising.
Netflix has long been the gold standard in streaming video, offering a product that has been emulated by many of its peers. It uses machine learning and artificial intelligence to recommend titles.
Customers will also be able to find shows using a search tool powered by artificial intelligence.
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