Netflix announces global TV app redesign, AI search, and vertical TikTok-style video feed

Netflix is rolling out a global redesign of its TV app, with a new homepage including larger content cards and a top banner with suggested titles. Below, users will find personalized rows like 'Your Next Watch,' 'Today’s Top Picks For You,' and 'Only on Netflix.' Content icons now feature tags such as 'Recently Added' and 'Emmy Award Winner' to help users decide what to watch.

Navigation shortcuts have moved from the left sidebar to a top row for quicker access to key features. Netflix is also debuting real-time 'responsive recommendations' that adjust suggestions based on recent user activity, including trailers viewed and searches performed.

Building on these changes, Netflix is piloting a generative artificial intelligence-powered search feature on iOS, using OpenAI’s ChatGPT. This beta allows users in Australia and New Zealand to enter natural language queries, with broader rollout underway. Meanwhile, on mobile, the company is testing a vertical video feed similar to TikTok, enabling users to browse short clips, with options to watch the full title, add it to My List, or share content directly from the feed.