Netflix Tests New TV App Interface To Stop Users 'Doing Gymnastics With Their Eyes'

Netflix Inc NYSE stock has soared following the success of its international projects and ad-supported plan. Its latest experiment is to redesign its TV app home screen amid the continued shift to streaming.

What Happened: Netflix announced the testing of an upcoming home screen redesign to The Verge.

“We often see members doing gymnastics with their eyes as they're scanning the home experience,” Pat Flemming, Netflix's senior director of product, told the tech publication. "We really wanted members to have an easier time figuring out if a title is right for them."

The new look features larger title cards and automatically playing trailers with more information available under the card. Additionally, the change replaces Netflix’s left-side menu with a top-side menu. This is similar to Warner Bros Discovery Inc WBD property Max’s menu.

Netflix’s new interface will be slowly rolled out to users, starting Thursday, following testing and feedback.

Why it Matters: Given that many of its subscribers are now on ad-supported plans, Netflix stands to gain from users spending more time watching media on the platform while spending less time searching for said media. Slight optimizations to Netflix’s user interface have the potential to maximize revenue for the California-based streaming giant.

The company views “user engagement time” as a key metric in driving customer satisfaction and profit. Users are naturally indecisive in selecting movies and TV shows to watch, according to a recent California Institute of Technology study.

Netflix has not substantially changed its TV home screen in years.

Price Action: Netflix closed 0.25% lower at $648.52 on Thursday.

Also Read: Netflix Releases Second Engagement Report: Everything You Need To Know

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