Netflix first new UI in 12 years
May 7, 2025
Netflix plans an overhaul of its homepage as it pushes into new areas like games and live events. The stremaing company says that the new homepage will roll out to users in the “next few weeks and months”, depending on location. Netflix is partnering with OpenAI on a generative AI search tool that will allow users to ask Netflix for specific recommendations using conversational language.
“This is not the first change we’ve made to our home page,” said Eunice Kim, Netflix’s chief product officer. “We’ve been constantly improving it over the last 12 years, mostly behind the scenes, but now, thanks to a combination of new technology and the expansion of our entertainment offerings, we think it’s time to take a giant leap forward.”
The company says the new layout is more clean and modern, featuring visual elements for shows and movies while also managing to cram in more relevant information about them. Shortcuts that have been down the left side of the screen will now appear at the top.
Netflix is also overhauling its recommendation engine “to be more responsive to your moods and interests in the moment.”
“Our current TV experience was built for streaming shows and movies. This one is designed to give us a more flexible canvas now and in the future,” added Kim. “We are always going to keep sight of what we think is the best experience for our members, particularly driving discovery and engagement with all of the movies and shows and live events and games that they love. And we believe that the improvements to the member experience will ultimately drive lots of great outcomes for us as well.”
Netflix has also previewed a TikTok-style vertical video feed featuring clips and trailers to aid content discovery. “In the coming weeks, we’ll be testing a vertical feed filled with clips of Netflix shows and movies to make discovery easy and fun. You’ll be able to tap to watch the whole show or movie immediately, add it to My List, or share with friends,” explained the company.
“What’s most exciting to me is how our new TV experience gives us the ability to evolve and innovate more easily going forward. That’s how we’re going to make the Netflix people know even better. And it’s how we’ll continue to connect them with even more shows, movies and games they’ll love,” added Netflix Chief Technology Officer Elizabeth Stone.
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