Rita Deutschbein Managing Editor

May 9, 2025, 9:23 am | Read time: 3 minutes

Netflix has announced a comprehensive redesign of its user interface. The homepage on TVs, in particular, will undergo significant changes. It will display fewer contents simultaneously but will highlight them with larger preview windows, labels like “Emmy Winner” or “Newly Added,” and more story information. For mobile devices such as tablets or smartphones, Netflix is testing an AI-supported natural language search and a vertical video feed–similar to TikTok or Instagram.

Modernized TV Design with Improved Navigation

The redesign for the TV interface will be rolled out gradually worldwide starting May 19, according to Netflix. It will be significantly more streamlined and easier to navigate. Currently, users have to scroll down extensively to view all sections of the homepage. The list within the sections also requires long horizontal scrolling. Netflix aims to change this with the redesign.

Content will be displayed larger and more prominently, and additional information such as short descriptions or awards will appear directly in the preview window when navigating through titles. The changes are intended to make relevant content more accessible, according to the streaming provider in its announcement video:

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The focus of the redesign is primarily on improved navigation. The previously left-placed menu bar with tabs like “Movies,” “Series,” and “Newly Added” has been replaced by a central shortcut bar at the top. This allows direct access to series, movies, games, and the new “My Netflix” menu, which includes the personal watchlist, continue-watching section, and reminders. Users can also return to the start menu at any time with the back button on the remote control.

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Improved and More Personalized Recommendations

The provider has also adjusted the recommendation system. With the redesign, Netflix offers personalized content suggestions that respond more dynamically to a user’s current behavior and interests in real time.

The recommendations on the homepage dynamically adapt based on which trailers users have watched, which search terms they have entered, or which titles they have rated or viewed. The goal is to consider not only long-term preferences but also short-term moods and interests of subscribers.

Netflix App with New Search and Vertical Video Feed

Netflix is also revamping the mobile view and giving its app a redesign. On iOS, the company has been testing an AI-based search for some time. With the redesign, it is accessible to all Netflix users and can be activated and tried out if desired. It allows users to search for content in natural language, with inputs like “I want to watch action but not too many explosions” or “Show me heartbreak with lots of tears.” According to Netflix, the recommendations are based on a model from OpenAI and collected user data.

Netflix is also testing a vertical feed with short video clips from movies and series for the app. Users can start the full content with a tap, add it to their watchlist, or share it with others. This feature is inspired by social media formats like TikTok or Reels, while the content itself remains in the classic landscape format.