Netflix is getting its first facelift in 12 years.
The streaming giant on Wednesday announced a major overhaul of its home page, the first redesign since it unveiled its .
Additionally, the streamer announced it will begin testing generative AI-boosted search and a TikTok-like vertical video feed on mobile. While Netflix emphasized that these will initially be considered 鈥渟mall tests,鈥 meaning that not all Netflix users will initially receive the tools, the global scale of the tests suggests a much larger undertaking.
The streaming giant on May 7 announced a major overhaul of its home page, the first redesign since it unveiled its current home page in November 2013.
The streamer鈥檚 new TV home page will move its main menu from the left-hand side to the middle of the page, similar to rival Apple TV. Content descriptions will appear more compact, and recommendations will be more personalized in real-time based on browsing behavior and the viewing time of day, the company said.
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Signaling the streaming giant鈥檚 ambitions outside of TV and film, the new menu will also emphasize more of Netflix鈥檚 live events and gaming offerings, especially for users who have indicated a preference for such content.
Netflix Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone revealed the new home page, along with the generative AI search tools and vertical video beta, to reporters on Tuesday during the company鈥檚 first-ever virtual 鈥淧roduct & Tech鈥 event. Netflix has been working on the new home page since last year, Kim told reporters, adding that the company will roll out the experiences 鈥渋n the next weeks and months.鈥
The first step of Netflix鈥檚 foray into generative AI-boosted search will come via an opt-in beta test on mobile. Users will be able to discover content using 鈥渘atural conversational phrases like 鈥業 want something funny and upbeat,鈥欌 the company said.
Netflix will begin testing the mobile vertical video feature in the coming weeks. The TikTok-like feed will contain clips from Netflix shows and movies, offering users bite-sized samples of content to scroll through for discovery, with programming just a tap away.
The announcement comes less than three weeks after Netflix reported record profits during its , assuaging investors鈥 anxieties in the face of economic chaos born from President Donald Trump鈥檚 tariffs.
Notably, however, Netflix鈥檚 announcement comes just over one week before its May 14 upfront, when it will showcase its slate of offerings to advertisers. While Kim noted that 鈥渢his wasn鈥檛 鈥 timed to influence the upfronts,鈥 the rebrand, coupled with Netflix鈥檚 recent performance, is sure to stir up excitement even as advertisers appear sheepish in the face of economic headwinds.
