How to highlight in an increasingly competitive video transmission market? This is the question we ask ourselves in Netflix, leader in the sector. And this always pushes to try to innovate to succeed in capturing and maintaining the attention of its spectators.
The American service knows it and has already opted for the addition of free mobile games to keep subscribers more time in their application, tried short clips to create or look from their programs (moments). He had even tried a live channel that approached traditional linear television to maintain attention in its content.
But in the face of the multitude of series, films, documentaries and other programs available on the platform, it becomes difficult not to surrender when you come there without a precise idea. And the Netflix interface has become a real gas factory where it is often complex to navigate. For more than a year, the cat giant (California) has been planning an important update of its interface founded around artificial intelligence. And now it is beginning to be implemented.
This interface is more fluid and much more personalized than before. It is accompanied by improvements with respect to navigation, but also recommendations that respond more to user habits and tastes. And to strengthen the ease of use, the search engine has redesigned to be more intuitive and natural in use.
Ai for more relevant and easier research
Being in Netflix is good. Knowing what we are going to see is better. And when you need an idea, there are different lines of recommendations according to the themes or what Netflix believes that it should love (very often with something to frown …). The service will also improve the mentions in parallel so that the films and series rewarded with the Emmy or the Oscars seem much better at the right time and, therefore, can guide the spectators in their choice.
The home page can also evolve in real time to adapt more to the tastes and mood of the moment.
But you should also know how to fulfill your wishes. “My list” and the search engine will be more visible in the new interface. The latter will use the generative AI to find the perfect content for its night more easily. Now it will be enough to describe it in writing or orally so that your application is granted. “We want you to find its content or discover others simply using current conversation sentences,” said Elizabeth Stone, Netflix technical manager.
The AI will also be used to improve the presentation of values in the location, the organization of the home page according to each one. Everything is done to find content more easily and avoid user’s leakage.
On mobile, the change time too
The AI is also invited to Netflix’s mobile version to transform content search. The search engine becomes more natural. Just say or write “I want something fun and happy” to get a selection. The option is already being tested on iPhone and iPad. For Android devices, you will still have to wait.
Another innovation in the tests: a new thread of discovery, inspired by social networks and the transmission of short series and films. Inspired by applications such as Snapchat, Tiktok or Instagram Reels, your goal is to make navigation more interactive to want in a few seconds to add content to your waiting list.
Because everything will be studied by Netflix and its AI, all the use signs analyzed to improve the experience (the content seen, the overflowing trailers, the clicks made, the discussions with the AI …)
A platform designed to evolve
In Netflix, we have not yet stopped in rumors of higher customs tariffs for productions made abroad. Netflix is multiplied throughout the year, in all countries of the world and the contents are on their global platforms. If we do not want to enter the controversy in California, however we understand that we monitor to be ready when … they will all have understood what it covers.
At the moment, it seems more important to know how to maintain and capture the attention of their subscribers by changing their interface and innovating to retain. “We are going to see what works, the comments that we will have in the news to see if it is necessary to improve everything,” adds Elizabeth Stone, which ensures that the experience is the same, whatever its type of subscription, with or without advertising. It will probably be time to think about it later.
A fairly consistent strategy at a time when competition in transmission has never been so fierce. When putting at the time of the generative AI, Netflix takes much in front of the other services.
Source: BFM TV
