The most powerful homepage in Entertainment is about to look a lot different.
At the beginning of next week Netflix will introduce a new homepage design for television screens, the first serious make -over from the company since 2013. The redesign contains fewer titles, but more video and animation, is meant to present a slimmer look and “people to play and stay”, the company said.
The last time Netflix debuted a large redesign of home pages, the streaming service had just over 30 million subscribers and only started making its own original programs. It now has more than 300 million subscribers, has released thousands of original TV shows and films and has made the entire entertainment industry again in the streaming image.
It is a time when the company is marketing as ‘the new Netflix’.
The new homepage has a navigation bar on the top of the screen, instead of being tucked away on the left, as it has been. It will also contain which managers call ‘responsive recommendations’, which will serve titles on the home page based on what the subscriber has searched for in almost Reale. (Looking for horror? There are many more horror recommendations here.) And the new TV start page can have the opportunity to contain its new content types more prominent, such as live programming.
“The real purpose of this is, how do we make it easier, how do we make it easier, faster for you to make a great decision?” Greg Peters, a co-chef director of the company, said in an interview.
The redesign starts to roll out for all subscribers in the coming weeks and months. It will only be for television screens, where viewers do most of their Netflix -view (70 percent, the company said).
The implications for the industry can be considerable. In the past decade, almost all media companies have copied the TV start page of Netflix when designing their own streaming services, with rows of titles.
Now the gap between Netflix and the traditional entertainment industry is so huge that HBO and Max managers say they would do that Be happy to be considered As an “add-on” in households that already subscribe to Netflix. But at the same time, Netflix is locked up in a struggle to stream TV time supremacy in the United States with YouTube. Google’s company has one Reasonably comfortable lead Against Netflix, according to Nielsen, the research agency.
Business leaders said they started making the new homepage – the internal nickname is Eclipse – at the end of 2022.
Although the Netflix homepage has been revised and updated several times over the past decade, managers said the company with the old design was starting to hit a wall.
To begin with, there was only the look itself, with apparently endless rows of titles and tiles, one that Steve Johnson, the vice -president of Netflix, compared to a blockbuster videoBeBeSporte. Eunice Kim, the most important product officer of Netflix, said: “The way the old homepage was built, you see a kind of box art, box art, box art, box art.”
“It’s a bit suboptimal, right?” she added.
Subscribers who fire their Netflix app, she said, are traditionally divided into two branches: about half who know exactly what they want to view versus another half who have a kind of idea, or no idea at all. Mrs Kim, however, said that the non-know-what-as-it group had increased in recent years.
“That simply means that our product has to work even more difficult to introduce these titles to people for the first time,” she said.
Enter Eclipse. Although the Netflix catalog stays as large as always, the new home page will display fewer titles. However, when a subscriber floats over a title, it will expand to a much larger image on the screen. That image will be full of information, including a short description and badges that will say things as “strongly recovered”, “spent 13 weeks in the top 10” or “Oscar -nominated.”
After a few seconds, an example video from the show or movie starts to play. (The company has discovered that people have previously watched a show or movie after seeing a clip.) The goal, said Mrs. Kim, is “to delay a bit and to notice a little more about the title versus scanning.”
Eclipse also quickly starts to offer recommendations from subscribers based on their searches, “something that we have been pursuing for a few years now,” said Mr. Peters.
For example, if a subscriber is looking for family films, more and more real estate starts lower on the home screen with family -friendly programming. On the old homepage it can take up to one day before the algorithm catches up.
“In the same way as people can talk about a ticktok as being like:” Oh, God, it really seems to me to understand: “We want our members to be able to feel about our service, good – as we get them,” said Mrs. Kim.
Managers believe that eclipse viewers will also cause events to live events such as a National Football League match or a big fight.
“You see the live stream, and it is not just a work of art, but you see the animation, the movement, the energy of the fight underway, exactly when you turn on the TV,” said Mrs. Kim.
Competitors also like to change their home pages. Disney’s Chief Executive, Robert A. Iger, expressed some frustration about the streaming home pages of his company in a win this year, and said they should be ‘more dynamic’ and complained that they were ‘fairly static in nature’.
Mr Peters said that over time he hopes that subscribers will start to notice how much better the new Netflix is. And then, he introduced himself, when they clicked to their streaming competitors of Netflix: “Those other experiences feel relatively static, maybe they feel a bit old at some point and stuck in the mud,” he said.
“You know,” he continued, “I would not be sad about that result.”
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