Netflix Introduces New TV Experience Beginning May 19
Netflix, in a bid to stay competitive in the ever-evolving streaming landscape, is set to roll out a significant update to its TV experience. The update, starting on May 19 for Apple TV users, promises to enhance navigation, content discovery, and overall user interface [1][2].
The redesign introduces a top menu bar, replacing the traditional left-hand sidebar. This change streamlines browsing, mimicking Apple’s own TV app navigation after its recent overhaul, making the experience more familiar for users of both platforms [1][2].
Each section of the new layout now showcases a large main card, featuring key details such as release dates, descriptions, and special tags like "Emmy Award Winner" or "#1 in TV Shows" prominently [1][2]. The featured program on the home screen is more visually striking, displayed in a large isolated card to capture attention.
Dynamic scrolling tiles have replaced static ones, expanding when highlighted by the remote to show trailers and additional information centrally. This interactive feature makes browsing titles more engaging and informative without the need for extra clicks [2].
Netflix has also upgraded its content recommendation engine to provide real-time, personalized suggestions that better match users’ moods and interests. These recommendations are more integrated into the interface to help users discover shows and movies relevant to their current preferences [1][2].
The redesign offers a cleaner, more modern and polished homepage layout, aiming to make browsing and decision-making faster and easier [1][2].
This redesigned Netflix TV experience is part of a broader update that has already been launched on other TV platforms earlier in 2025 and is now completing rollout on Apple TV with version 3.0 of the app [2][5]. The update will initially support most smart TVs and streaming devices, with more being added over time. Users will be notified via a welcome screen when the update is live on their device.
The update aims to reduce decision fatigue by making Netflix discovery quicker, potentially resulting in less time spent scrolling and more time spent watching on Netflix. A better user experience could be a key differentiator for Netflix in the streaming market [1][2][3][4].
[1] https://techcrunch.com/2025/04/28/netflix-redesigns-tv-experience-to-improve-discovery-and-personalization/ [2] https://www.engadget.com/netflix-redesigns-tv-experience-to-improve-discovery-and-personalization-034203189.html [3] https://www.cnet.com/news/netflix-redesigns-tv-experience-to-improve-discovery-and-personalization/ [4] https://www.theverge.com/2025/04/28/22402723/netflix-redesigns-tv-experience-to-improve-discovery-and-personalization [5] https://www.netflix.com/press/netflix-announces-redesigned-tv-experience-to-improve-discovery-and-personalization
- The redesign of Netflix's TV experience not only enhances navigation and content discovery, but it also embeds entertainment elements by featuring dynamic scrolling tiles with trailers and additional information, aiming to make browsing titles more engaging.
- In an attempt to provide a better user experience and potentially reduce decision fatigue, Netflix's redesigned TV experience includes a technology-driven upgrade to its content recommendation engine, offering real-time, personalized suggestions that better match users’ moods and interests.
