The New Netflix TV Experience
New search powered by OpenAI and return of TikTok-style feed
# Design AssistantWhat is The New Netflix TV Experience?
Netflix’s new TV experience — a simpler, easier, and more intuitive design — to help our members easily find something great to watch.
Problem
Users struggle to find something great to watch on Netflix due to cluttered interfaces and inefficient content discovery, leading to decision fatigue and reduced engagement.
Solution
A redesigned TV interface with search powered by OpenAI and a TikTok-style vertical swipeable feed, enabling faster, personalized content discovery through AI-driven recommendations and immersive previews.
Customers
Netflix subscribers seeking streamlined content discovery, younger audiences familiar with social media-style navigation, and binge-watchers prioritizing ease of use.
Unique Features
Integration of OpenAI for semantic search (beyond keywords) and a TikTok-inspired feed for swipeable, full-screen previews mimicking short-form video platforms.
User Comments
Simplifies finding hidden gems
AI search understands context better
Swipeable feed feels addictive
Reduces time spent browsing
More intuitive than old layout
Traction
Launched globally in 2023 across 190+ countries; leverages Netflix's existing 238M+ subscriber base. Specific feature adoption metrics undisclosed.
Market Size
Global video streaming market valued at $544.01 billion in 2023 (Grand View Research), with discovery features critical for retention in saturated markets.
