The new user interface, which abandons the sidebar, will be rolled out gradually over the coming weeks and months to TV platforms.
Netflix has been testing the interface with a small number of users since mid-2024. The trial has gone according to plan, which is why all users will soon be introduced to the redesign, the company has announced.
It is Netflix’s first redesign on the TV screen since 2018. Back then, Netflix introduced a sidebar, but it is now being replaced by a new top menu, which includes a new 'My Netflix' section.
Content is prominently displayed at the top in a rotating carousel. As you scroll down, you will still see rows upon rows of content that refresh and update over time.
The redesigned interface now rolling out to TV devices. Picture: Netflix
Offers more flexibility
Netflix says the new user interface provides more flexibility to highlight specific content now and in the future.
- "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," said Eunice Kim, Chief Product Officer, Netflix.
This will likely include both live sports and games (cloud gaming), in which the company is currently investing.
The experience is intended to feel faster and more fluid. Netflix is also introducing “responsive recommendations” that take into account things like trailers you have watched, your searches, or even the time of day to suggest relevant content.
Rolling out gradually
The new interface is being rolled out gradually worldwide to TV platforms and devices over the coming weeks and months, according to Netflix.
This will likely include all the big TV platforms including Apple TV (tvOS), FireTV, Google TV, Samsung Tizen and LG webOS.
On smartphones, a TikTok-like vertical video feed is being introduced, showcasing clips from the service’s movies and series – still in horizontal format. On iPhone, Netflix is testing in beta a new AI-powered search feature with suggested queries.
