Netflix Is Getting a TikTok-Style Makeover and AI Chatbot-Assisted Watching

The streamer is stepping into a new era of discovery, vertical scrolling, and chatbot-assisted watching.Netflix is in the middle of a major change as they just announced a full-blown overhaul of its TV homepage and mobile app, signaling that it’s ready to compete not just with other streamers, but with TikTok, live TV, and even gaming platforms. Welcome to the era of vertical feeds, OpenAI-powered chatbots, and a homepage that actually listens to your mood.Let’s start with the TV interface. According to Netflix, the new homepage is “simpler, easier and more intuitive,” and it’s a strategic shift to highlight live events and games. “Our current TV experience was built for streaming shows and movies,” said Netflix chief product officer Eunice Kim. “This one is designed to give us a more flexible canvas now and in the future.”That canvas includes more than just your usual Netflix Originals. Live sports, like the NFL on Christmas Day, and ever-expanding game libraries now need a front-row seat. “With a live event like the NFL on Christmas Day, you want to catch the action the moment that it happens, so we need to let you know when to tune in,” Kim explained. “And we are always adding new characters and challenges to our games, so we need better ways to feature these updates on the home page.”Netflix isn’t just looking to be a library of content anymore. It’s trying to be a live entertainment hub, and the UI has to catch up.Meanwhile, over on mobile, Netflix is experimenting with a vertical scrolling feed of video clips, similar to TikTok or Instagram Reels. It’s designed to lure viewers into watching full movies and shows by previewing scenes, moods, and moments that might resonate.But the biggest change is the use of OpenAI tech for search. Netflix is testing a beta version of a chatbot-style assistant that can take casual, rambling requests and turn them into show suggestions that (hopefully) hit the mark. Chief technology officer Elizabeth Stone summed it up best:“We’re also exploring ways to bring Generative AI — which, unlike traditional AI, can create text, image and videos — to our members’ discovery experience, starting with search. “We want you to be able to discover shows and movies using natural conversational phrases, like, ‘I want something funny and upbeat’, or ‘I want something scary, but not too scary, and also maybe a little bit funny, but not like “haha” funny.’ “Believe it or not, that search phrase will actually yield results in the new experience we’ve started testing and that will be rolling out to more members this week.”In a blog post, Netflix broke down the big updates rolling out globally over the coming weeks and months:“Discover Your Next Great Watch More Easily” – More front-and-center info like “Emmy Award Winner” or “#1 in TV Shows” to help you decide quicker.“More Visible Shortcuts” – Search and My List will no longer be buried; they’re now right at the top of your screen.“Better Realtime Recommendations” – Suggestions that respond to your mood in the moment (finally).“Elevated Design” – A sleeker, cleaner homepage meant to match the prestige of the content.Netflix is looking to evolve in some big ways to keep up with the trends, and it’ll be interesting to see how it turns out and what subscribers think of it.

May 7, 2025 - 19:50

Netflix Is Getting a TikTok-Style Makeover and AI Chatbot-Assisted Watching

The streamer is stepping into a new era of discovery, vertical scrolling, and chatbot-assisted watching.

Netflix is in the middle of a major change as they just announced a full-blown overhaul of its TV homepage and mobile app, signaling that it’s ready to compete not just with other streamers, but with TikTok, live TV, and even gaming platforms.

Welcome to the era of vertical feeds, OpenAI-powered chatbots, and a homepage that actually listens to your mood.

Let’s start with the TV interface. According to Netflix, the new homepage is “simpler, easier and more intuitive,” and it’s a strategic shift to highlight live events and games.

“Our current TV experience was built for streaming shows and movies,” said Netflix chief product officer Eunice Kim. “This one is designed to give us a more flexible canvas now and in the future.”

That canvas includes more than just your usual Netflix Originals. Live sports, like the NFL on Christmas Day, and ever-expanding game libraries now need a front-row seat.

“With a live event like the NFL on Christmas Day, you want to catch the action the moment that it happens, so we need to let you know when to tune in,” Kim explained. “And we are always adding new characters and challenges to our games, so we need better ways to feature these updates on the home page.”

Netflix isn’t just looking to be a library of content anymore. It’s trying to be a live entertainment hub, and the UI has to catch up.

Meanwhile, over on mobile, Netflix is experimenting with a vertical scrolling feed of video clips, similar to TikTok or Instagram Reels. It’s designed to lure viewers into watching full movies and shows by previewing scenes, moods, and moments that might resonate.

But the biggest change is the use of OpenAI tech for search. Netflix is testing a beta version of a chatbot-style assistant that can take casual, rambling requests and turn them into show suggestions that (hopefully) hit the mark. Chief technology officer Elizabeth Stone summed it up best:

“We’re also exploring ways to bring Generative AI — which, unlike traditional AI, can create text, image and videos — to our members’ discovery experience, starting with search.

“We want you to be able to discover shows and movies using natural conversational phrases, like, ‘I want something funny and upbeat’, or ‘I want something scary, but not too scary, and also maybe a little bit funny, but not like “haha” funny.’

“Believe it or not, that search phrase will actually yield results in the new experience we’ve started testing and that will be rolling out to more members this week.”

In a blog post, Netflix broke down the big updates rolling out globally over the coming weeks and months:

“Discover Your Next Great Watch More Easily” – More front-and-center info like “Emmy Award Winner” or “#1 in TV Shows” to help you decide quicker.
“More Visible Shortcuts” – Search and My List will no longer be buried; they’re now right at the top of your screen.
“Better Realtime Recommendations” – Suggestions that respond to your mood in the moment (finally).
“Elevated Design” – A sleeker, cleaner homepage meant to match the prestige of the content.

Netflix is looking to evolve in some big ways to keep up with the trends, and it’ll be interesting to see how it turns out and what subscribers think of it.