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By Kayla DeKraker
Netflix has been one of the leading streamers for years, and it’s adding several new features to hopefully enhance user experience, which may or may not be a positive thing, depending on which plan you have.
AI-generated ads will hit those with the lowest ad-supported subscription plan. These ads will also feature interactive elements that will affect the 50% of Netflix customers who have this plan. However, the ads won’t play during random points while watching. Instead, an ad will play every time the show is paused for the lowest tier.
“When you compare us to our competitors, attention starts higher and ends much higher. Even more impressive, members pay as much attention to mid-roll ads as they do to the shows and movies themselves,” explained Amy Reinhard, president of advertising at Netflix.
The Netflix interface is also getting a makeover. This means visible shortcuts, a new “clean and modern” homepage and the ability to search shows by ratings or awards.
Netflix Chief Technology Officer Elizabeth Stone said of the updates, “One of the reasons I joined (and why I stay) is because this company has always had a unique ability to marry incredible tech with incredible entertainment. That’s our superpower.”
She added, “Obviously, everything starts with great shows and movies that people love. But if you think about all of the areas where Netflix has a big advantage — our reach, our recommendations, our fandom — tech enables all those things.”
“When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs, and capable of elevating the most thrilling moments on Netflix,” added Eunice Kim, chief product officer.
Netflix is also entering the live-streaming space. The company will now pursue live broadcasting events, such a sports, to keep things entertaining.
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The streamer will also incorporate AI to help subscribers decide what to watch next. AI generated suggestions will be offered, and users can also search based on descriptions of what they want to see.
Some of these features are already available, while others will rollout soon.
“The new Netflix TV experience is still the one you know and love — just better,” reassured Kim. “When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs, and capable of elevating the most thrilling moments on Netflix.”
Will these new features keep you coming back to Netflix?
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