Tuesday, June 11, 2024
Year : 2, Issue: 24
Netflix started rolling out the first major revamp of its television app in a decade on Thursday, testing changes designed to help viewers more quickly decide what they want to watch.
The video streaming pioneer wants to increase the time that viewers spend on the app to help retain customers and draw subscribers to its new, lower cost plans with advertising.
Company research showed users were performing what Netflix executive Pat Flemming called “eye gymnastics”, or looking around to various parts of the Netflix home screen, when trying to find a title that interested them.
A subset of Netflix’s nearly 270 million users around the globe will see the new format starting Thursday.
Among other changes to the TV app, the menu button was moved from the left to the top of the screen. A new “My Netflix” tab was added, with shows or movies a user has started watching, or ones saved to check out later.
Netflix will continue to offer personalised suggestions to each user.
Shares of Netflix, which have risen 38 percent this year, were down about 0.5 percent to $647.49 in afternoon trading on Nasdaq.
Source: Reuters
