In a few weeks – or maybe a few months – you may find yourself caught in an infinite series of series such as ‘Los Bridgerton’, ‘Black Mirror’ or ‘Adolescence’. And it will not be Tiktok the app you have open. It is also possible that you are asking for recommendations with phrases “I want to see something fun and with a good vibes”, and that it is not Chatgpt where you are writing that.
It is Netflix, which is renewing in an ambitious way.
The American platform has more payment users than any of its rivals. In other words: he leads the streaming market with weight competitors such as Amazon Prime Video, Disney+ or Max. However, he is striving to maintain that leadership. And he does not only with more content, but also renewing his experience of use.
A good part of these changes has to do with technical decisions and integrating concepts that are already familiar to us. Everyone has ever used a Tiktok style feed or chatted with an AI. The company founded in 1997 by Marc Randolph and Reed Hastings, now bets on combining them within its own platform. He is not inventing anything, but stepping on the accelerator.
A new way of searching. One of the most relevant changes is the new natural language -based search. It will no longer be necessary to know the exact name of the content. Netflix’s generative AI wants to help you just write something like “I want to see something fun and with a good vibes.”
An interesting point is that Netflix has not developed this technology completely. The company has confirmed that it works with different suppliers to enhance its artificial intelligence functions. In the case of generative search, the system relies on OpenAI technology.
Netflix’s ‘tiktokization’. A new vertical feed with infinity scroll also arrives. These are short content of content of the platform itself, selected by the algorithm according to your tastes. It is not a social network, but it behaves like one: you can save the content, see it instantly or share it with whoever you want.
Many users recognize that they spend more time choosing what to see than seeing something. Netflix wants to attack right there. Vertical feeds have something that hooks: time drains between clips and recommendations. Now it remains to be seen how this formula fits on a platform like Netflix.
A new experience for televisions. Netflix has also redesigned its TV app. Now it will be easier to find something interesting to see. Useful labels have been added such as “winner of an Emmy prize”, direct accesses have been moved such as searching and my list to the upper part, and everything is wrapped in a cleaner and more modern aesthetic.
When will these news arrive? Netflix says it will display all these functions “in the coming weeks and months.” The good news is that they will not be limited to certain countries: the deployment will be global. And yes, Europe is included.
Images | Netflix
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