Netflix is rolling out its most significant product overhaul in more than 12 years, unveiling a sleek redesign of its TV home page alongside new experimental features aimed at reshaping the streaming experience.
The streaming giant announced the changes Wednesday, marking its first home page redesign since November 2013. In addition to the visual refresh, Netflix will begin testing a generative AI-powered search function and a TikTok-style vertical video feed on mobile devices.
These features are part of a broader push to personalize user experience and increase engagement, though Netflix emphasized that both the AI search and vertical video feed will begin as “small tests” and won’t be available to all users immediately. However, the global scale of the trials suggests a much larger rollout could be on the horizon.
The redesigned TV interface will relocate the main menu from the left-hand side to the center of the screen more in line with the design used by competitors like Apple TV. Content descriptions will now appear more compact, while real-time personalization will be based on user behavior, such as browsing habits and time of day.
The new layout will also shine a brighter spotlight on Netflix’s growing offerings in live events and video games, especially for users who have shown interest in those categories.
Netflix Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone revealed the updates during the company’s first-ever virtual Product & Tech event on Tuesday. Kim said the redesign has been in development since last year and will begin rolling out “in the next weeks and months.”
The AI search tool will be available as an opt-in beta on mobile and will allow users to discover content through natural language queries—such as I want something funny and upbeat offering a more intuitive way to navigate the platform’s vast catalog.
Meanwhile, the vertical video feature will allow users to scroll through short clips from Netflix films and series, mimicking the discovery model made popular by TikTok. Users can instantly tap to watch the full content, making discovery and playback seamless.
This announcement comes on the heels of Netflix’s record-breaking quarterly earnings, which reassured investors amid the economic uncertainty triggered by President Trump’s new tariffs.
It also arrives just a week before Netflix’s May 14 upfronts, where it will showcase its upcoming slate to advertisers. Though Kim said the timing was not intended to influence the event, the combination of a redesign, fresh tech features, and strong financial performance is expected to generate substantial buzz.
