February 16, 2023, 4:42 pm | Read time: 2 minutes
Netflix is usually known for introducing new features. The streaming service’s platform is considered one of the most user-friendly and technically advanced on the market. However, the provider has now quietly and without replacement discontinued a practical feature.
Unnoticed, Netflix has removed a feature introduced in 2021 from its streaming platform. The feature in question is called Shuffle Play, which Netflix itself refers to as “Surprise Me.” The move is somewhat surprising, especially since Netflix only now–semi-officially–communicated it.
No More Shuffle Play on Netflix
As reported by the U.S. magazine The Wall Street Journal, streaming giant Netflix removed the Shuffle Play feature back in January. The feature was introduced in 2021 after a lengthy testing phase, likely in response to the pandemic and the surge in streaming numbers. The random playback feature actually fit well with Netflix’s philosophy. The provider is known for releasing a large amount of its own content. In 2022 alone, Netflix released over 180 self-produced series and nearly 350 original films.
This makes the platform somewhat overwhelming, especially when you move away from the large highlight block on the homepage. For many, the random playback on Netflix was a useful tool to avoid having to sift through the jungle of new content themselves. After a video ended, the next one would play randomly. This allowed users to discover lesser-known series and films that the provider did not prominently feature elsewhere. The suggestions were based on stated viewing habits and Netflix’s own algorithm.
Why Is Netflix Discontinuing Random Playback?
After Netflix rather quietly removed the feature, a corresponding note can now be found in the streaming service’s help center. However, you have to specifically search for the “Surprise Me” feature. Only then will you find the reference to the discontinuation of the feature.
A company spokeswoman stated that the service was not sufficiently used by subscribers. Instead, it was observed that Netflix users tend to search for new content more deliberately rather than using Shuffle Play. “We will continue to look for other ways to provide members with more options and opportunities to explore and discover content they want to watch,” the statement continued.
What exactly this means is currently speculative. However, Netflix recently expanded its gaming offerings and introduced an ad-supported subscription. This generally indicates a somewhat different direction for the existing business model.