Netflix is refreshing its homepage for the first time in a decade in an effort to enhance user engagement and reduce decision fatigue among its viewers. With a shift in focus from subscriber growth to time spent on the platform, the updates include the integration of vertical videos, AI-driven search enhancements, and better promotion of live events. Executives emphasize that these improvements will cater to an increasingly varied audience as Netflix expands its offerings, particularly in mature markets like the US and Canada, where subscriber growth is slowing.
Netflix is refreshing its homepage for the first time in a decade as it tries to keep people on the service for longer. As Netflix has added sports and live events, its TV viewing experience has had to evolve, executives said in a blog post and presentation previewing the updates with reporters on May 6. The changes include moves to promote live events, use artificial intelligence in search, and help users get to search faster.
Netflix's strategy includes vertical video, AI search, and more, aiming to enhance engagement over mere subscriber growth. Its focus is now on time spent and satisfaction.
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