Netflix officially announced a "makeover" of its interface after 12 years

Streaming giant Netflix has just officially announced a major overhaul of its homepage, marking the first design change since November 2013. This move not only refreshes the user experience but also shows Netflix's strategic steps in integrating new technology and expanding into potential content areas.

Netflix also revealed plans to test a generative AI-powered search feature and a TikTok-like vertical video format on mobile. While Netflix stressed that these are initial “small-scale experiments,” their global reach suggests a much larger investment and ambition.

Netflix's new TV home page will feature a cleaner design, with the main menu moving from the left side of the screen to the center, a change reminiscent of the interface on rival Apple TV. Content descriptions will be more neatly displayed, and more importantly, recommendations will be more personalized in real time, based on a user's browsing behavior and time of day.

Notably, the new menu will also highlight Netflix’s live events and gaming, especially for users interested in these types of content. This clearly shows Netflix’s ambition to expand beyond traditional movies and become a more diverse entertainment platform.

Netflix Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone introduced the changes at the company's first-ever online "Product & Tech" event. Netflix has been developing the new interface since 2024 and will roll out the experiences "over the coming weeks and months," Kim said.

Netflix’s foray into generative AI will begin with an optional mobile experiment. Users will be able to discover content using natural conversational phrases like “I want to watch something funny and lighthearted,” which promises to revolutionize the way the company searches for and accesses its vast library of content.

Netflix is ​​also testing vertical video on mobile. This TikTok-like format will feature short clips from Netflix shows and movies, giving users a “sampling” of engaging content, easy to scroll through, and access to full shows with just a tap.

As of May 2025, Netflix has attracted 301.6 million subscribers worldwide , a clear testament to its appeal and ability to grow sustainably.

In Q1 2025, Netflix recorded a record revenue of $10.54 billion, up 12.5% ​​compared to the same period in 2024. This strong growth was driven by a number of key strategic factors, including the successful rollout of ad-supported subscription plans, a crackdown on password sharing, and the addition of compelling new live content.

With these successes, Netflix's market value has reached 416.22 billion USD, putting this "giant" in the list of 20 most valuable companies in the world./.

(Vietnam News Agency/Vietnam+)

Source: https://www.vietnamplus.vn/netflix-chinh-thuc-cong-bo-lot-xac-giao-dien-sau-12-nam-post1039034.vnp