Rather than relying on OS-level voice assistants, Netflix has developed its own AI-powered voice search feature to help users find relevant movies and series using the Netflix button.
Netflix's voice feature is apparently already available to some users in the US.
- "The streamer recently started to test an AI-powered native voice search feature with some subscribers, prompting them to press the Netflix button on their remote control to ask for viewing recommendations," reports Lowpass.
According to Lowpass, users are presented with suggestions such as "I need a good cry" and "watch in the background". An 'Ask' button allows users to speak naturally when searching for content, and the feature reportedly performs well, although currently with some limitations for follow-up requests.
Netflix's own voice search feature for Smart TVs. Photo: LowpassTV platforms versus Netflix
The rollout highlights Netflix's increasingly strong position in the TV industry. Instead of relying on voice assistants such as Amazon's Alexa, Google's Gemini, Apple's Siri or Samsung's Bixby, Netflix has developed its own in-house solution.
During testing, Netflix's voice assistant reportedly runs on Google TV devices, but it is likely to expand to additional platforms in the future. For now, it responds only with text rather than spoken answers.
- "Interestingly, Netflix's voice search doesn't appear to be tapping into the service's personalization engine right now. When you ask for recommendations based on what you've recently watched, the app's response is "We can't answer that one yet, but we're working on it!"," Lowpass found.
Netflix is already influencing the direction of Smart TV platforms through its 'Netflix Recommended' program, which continuously defines requirements TV maker must meet in order to receive the streamer's stamp of approval and access to the Netflix app.
- Source: Lowpass
