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Netflix tests redesign of TV app in move to keep subscribers

Netflix on Thursday launched its first major overhaul of its TV app in a decade, testing changes designed to help viewers more quickly decide what they want to watch.

The video-streaming pioneer revamped its homepage by expanding title cards, reorganizing information and highlighting easier-to-read information like shows and movies that were “ranked in the top 10 for eight weeks.”

Other tweaks to the TV app include moving the menu button from the left to the top of the screen and adding a new “My Netflix” tab that shows shows and movies users have started watching or saved to check out later.

Other changes to the TV app include moving the menu button from the left to the top of the screen. Netflix

The company’s research found that users engage in what Netflix executive Pat Fleming calls “eye exercises” — looking around different parts of the Netflix home screen — to find something that interests them.

Viewers’ eyes darted “from the column name to the Today’s Picks to the box art to the video and then back to the synopsis,” Fleming, senior director of member products, told Reuters in an interview.

“We wanted to make it simpler, more intuitive and make everything easier to navigate.”

The changes, rolled out to a portion of Netflix’s roughly 270 million users worldwide, are as Netflix hopes to retain customers by encouraging viewers to spend more time on the app and to use advertising to attract subscribers to its new, lower-cost plans.

Streamers hope to increase the amount of time viewers spend on the app, which will help retain customers and use ads to entice subscribers to new, lower-cost plans. Netflix

The company plans to take feedback and potentially make changes before rolling it out more widely.

Netflix values ​​engaged time as a key metric, telling investors it’s the “best indicator of customer satisfaction.”

The company will stop regularly reporting subscriber numbers starting next year as it shifts its focus to Wall Street.

The company plans to take feedback and potentially make changes before rolling it out more widely. diy13 – stock.adobe.com

Netflix will continue to provide personalized suggestions to each user.

Fleming said there are no plans to make changes to the recommendation algorithm as part of the redesign.

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