Netflix announced a major update on May 7, 2025, unveiling a complete revamp of its TV app interface and the introduction of AI-powered search functionality for iOS users. The changes aim to enhance content discovery and maintain Netflix’s edge in a fiercely competitive streaming market.
The Reuters report highlights that the redesigned TV app will feature a streamlined homepage, repositioned “My List” and search bars at the top for better accessibility, and more personalized content recommendations for each viewer.
AI-Driven Search for iOS
As part of the mobile experience upgrade, Netflix is rolling out a generative AI search feature for iOS users. This functionality allows subscribers to search for content using natural language phrases like, “I want something funny and upbeat,” simplifying and personalizing the discovery process.
This move puts Netflix in line with competitors like Apple and Disney+, both of which have integrated AI in user experience improvements.
TV App Gets a Facelift
The redesigned TV interface will feature a cleaner layout and smarter recommendations, designed to minimize browsing fatigue. Key UI changes include:
- Repositioned search and list tools
- Tailored content suggestions
- Improved visual clarity for faster navigation
Preparing for a Competitive Market
Netflix’s revamp comes amid fears of a U.S. recession potentially reducing consumer spending on subscriptions. By making the app easier to use and introducing smarter AI features, Netflix aims to boost retention and engagement.
The streaming giant is also testing a new vertical feed feature, where users can tap on short previews to watch full episodes or movies — reminiscent of TikTok’s scrollable UX.
For more information or to explore the platform’s features, visit the official Netflix website.
Final Thoughts
As streaming services race to offer smarter, more intuitive user experiences, Netflix’s integration of AI into content discovery and interface updates may be a crucial step in preserving its market leadership.
Also read: Top 10 Streaming Platforms Compared
