Netflix Launches TV App Update, Focuses On Easier Navigation

Illustration of new changes in Netflix display on TV (photo: x @deep_endX)

JAKARTA - Netflix began rolling out its first major update to their television app in a decade on Thursday, June 6. These designed changes are to help viewers decide faster what they want to watch.

This video streaming pioneer wants to increase the time viewers spend on the app helping keep subscribers and attract subscriptions to their new plans at a lower cost that includes ads.

The company's research shows that users are doing what Netflix executive Pat Flemming is calling "eye digital", or looking at various parts of Netflix's main screen, while trying to find titles that appeal to them.

"The audience is really doing eye games from 'line names' to 'top options today', to 'box images', to videos, back to synopsis," Flemming, senior director of member products, quoted by VOI from Reuters. "We really want to make it simpler, more intuitive, everything is easier to navigate."

Revisions on the main page include enlarging the title card, rearranging information, and highlighting easy-to-read information such as "appointments or 'expend 8 weeks at the top'.

A small proportion of nearly 270 million Netflix users worldwide will see this new format starting Thursday. The company will collect feedback, and may make changes, before presenting it more widely.

Netflix telah menekankan waktu keterlibatan sebagai metric kunci, memberitahu investor bahwa ini adalah "proksi terbaik untuk kepuasan pelanggan". Perusahaan akan menghentikan pelaporan regurangan jumlah pelanggan tahun depan untuk memindah fokus Wall Street.

Among other changes to the TV app, the menu button is moved from the left to the top of the screen. The new "My Netflix" tab is added, with events or movies that the user has watched, or that are saved to see later.

Netflix will continue to offer personalized suggestions for each user. "We don't make changes to recommendation algorithms as part of a redesign," Flemming said.