“Everything at Netflix is designed to provide viewers with new discoveries and enjoyment.”
Eunice Kim, Netflix Chief Product Officer (CPO), noted during a television (TV) user interface (UI) overhaul briefing held at Netflix’s Seoul office on the 13th. She explained the TV UI and features that have been revamped for the first time in 12 years.
As of 2018, about 70% of global members watch Netflix content on TV. For this reason, a feature was added in April this year to allow dubbing and subtitles to be selected in more than 30 languages on TV, followed by the introduction of the new UI.
CPO Kim said the core of this update is “delivering the right information to viewers through personalization to enable them to make appropriate decisions.”
To achieve this, improvements have been made to the home screen so that recommended content responds well to members' tastes and needs. The plan is to provide real-time recommended content based on what trailers viewers have watched on Netflix and what genres they have added to their “My List.”
CPO Kim explained, “The essence of all features is to help people discover, watch, and stay engaged with the works they love,” adding, “When we like a certain work, we recommend it, and then a friend recommends it to someone else in an infinite loop, which is the power of the product.”
The ability to provide various content, including dramas and movies, as well as live broadcasts and games, is also a characteristic. CPO Kim said, “For example, the live NFL (National Football League) event held at Christmas will notify you to not miss it live,” and added, “We have created a way for various content to be viewed in accordance with the format beyond just new content notification updates.”
She continued, “We are thinking a lot about providing more games for TV viewers,” and noted, “While there is no mention of games to enjoy on TV today, we are also working on game-related content alongside the UI design.”
In addition, information about content has been prominently placed, and the design has been changed to ensure that content and background create a natural sense of unity. The new TV UI is being gradually implemented in other countries, including Korea. Korean viewers will also be able to experience the new UI within the next few weeks.
CPO Kim emphasized, “For Netflix viewers, TV is an important gateway to entertainment,” adding, “While mobile innovations are underway, there are many viewers around the world enjoying entertainment through TV.”