Netflix Unveils Major Redesign: Smarter Search, AI Features, and a TikTok-Inspired Video Feed

Netflix is shaking things up. On Wednesday, the streaming giant announced a fresh, redesigned homepage aimed at making it easier for users to find shows and movies — and enjoy doing it.

This overhaul isn’t just cosmetic. It includes a TikTok-style vertical video feed, real-time personalized recommendations, and even AI-powered search features being developed in partnership with OpenAI.

A More User-Friendly Homepage

The new homepage design focuses on simplifying how we browse. Netflix says the goal is to reduce what it calls “eye gymnastics” — the endless scrolling, clicking, and bouncing around between rows and trailers just to pick something to watch.

According to Chief Product Officer Eunice Kim, the redesigned layout will put everything users need “front and center.” That means easier access to content, more visible shortcuts, and a smoother, more intuitive way to find your next favorite show or film.

TikTok-Style Scrolling, But for Streaming

Netflix is also embracing the mobile-first habits of modern viewers. A new vertical video feed — similar to what users experience on TikTok or Instagram Reels — will let viewers swipe through short video clips. You can save, share, or dive straight into watching what catches your eye.

“We know people love discovering content through short, snappy clips,” Kim said. “This feature makes browsing feel more natural and social — especially on mobile.”

AI Is Coming to Your Netflix Experience

In another big move, Netflix is introducing generative AI features powered by OpenAI. But don’t expect generic chatbot results — the company says it’s training models internally to tailor search and discovery to member preferences.

Instead of typing basic keywords, users will soon be able to use more conversational or specific phrases to find content that fits their mood. Whether you’re looking for “a smart thriller with a twist ending” or “feel-good comedy for a lazy Sunday,” Netflix wants to make it easier for the platform to understand and deliver.

Global Rollout and Competitive Context

These updates will roll out to Netflix members worldwide over the coming months.

The timing isn’t random. With streaming competition fiercer than ever, Netflix is focusing on improving its user experience to keep viewers engaged. Rivals like Max (from Warner Bros. Discovery) and Disney’s portfolio of services are also pushing for more retention and growth.

Netflix has been adapting its strategy since a temporary slowdown in user growth in 2022. It’s since rebounded, adding 19 million paid subscribers in one quarter alone and surpassing 300 million memberships by January 2025.

While Netflix no longer shares subscriber counts each quarter, it recently reported a 13% revenue increase — a sign that its newer strategies like the ad-supported plan and password-sharing crackdown are paying off.

The Bottom Line

This isn’t just another Netflix tweak. It’s one of the most significant redesigns in years. With an updated homepage, smarter search, mobile-first features, and AI integration, Netflix is aiming to transform how we discover and connect with entertainment.

If it works, it might just change the way we browse — and binge — forever.