Netflix overhauls its TV app with a fresh UI and responsive recommendations

Netflix is rolling out a major overhaul of its TV user interface, featuring a fresh and cleaner look with adaptive suggestions based on user activity. The goal is to help users find something to watch faster and reduce scrolling time. The new design includes larger tiles with more contextual details, such as recently added or award-winning content. The main navigation bar is now at the top of the screen, making it easier to access live events and other features. As users browse, Netflix will adapt its recommendations on the fly based on their behavior, including thumbs-up ratings and search queries. The company is also testing a generative AI search feature that allows users to search for titles based on their mood. Additionally, Netflix is rolling out a vertical video feature on mobile, which includes clips and trailers that can be watched or added to My List. The company is keeping a close eye on Apple's App Store payment policies, but has no updates to share for now. Overall, the new design aims to provide a more seamless and personalized viewing experience for Netflix users.