Netflix is going to make a big change to the interface of its TV app. This will be the first major redesign in ten years. The goal of the update is to improve the user experience by making it easier and more personalized to find content. Netflix is also adding a search feature powered by AI just for iOS users. This feature uses advanced algorithms to give users very personalized content suggestions.
The Netflix TV App Gets a New Look
The new design of the TV app’s interface is meant to make it easier to find your way around and access content. Eunice Kim, Netflix’s Chief Product Officer, says that the update is in response to user complaints that the current interface is too complicated. In a recent press release, Kim said, “We want to make it easier for our members to find the perfect title.” The changes include:
• Easier to Navigate: The menu structure is cleaner, with fewer tabs and a bigger search bar, which cuts down on scrolling time.
• Customized Home Screen: The homepage will change based on what you watch, highlighting popular titles, new releases, and recommendations that are just right for you.
• Better visuals: Thumbnails and preview clips that are bigger and brighter, and that play automatically when highlighted, giving users a quick look at the content.
• Kids & Family Hub: A special area for younger viewers with better parental controls and content that is appropriate for their age.
The redesign will be rolled out in phases around the world, starting with some markets in early 2026 and reaching all users by mid-2026. The update is meant to keep users on the platform longer, which is important because of competition from services like Disney+, Amazon Prime Video, and Apple TV+.
Search for iOS Users with AI
Netflix is taking a big step to improve search by adding an AI-powered search feature to its iOS app. This tool uses machine learning to learn what users like and give them better search results. The AI system will be able to understand natural language queries, so people will be able to search for things like “funny sci-fi movies with strong female leads” or “romantic comedies set in Paris.” This is different from the current keyword-based search.
Some important things about the AI-powered search are:
• Contextual Understanding: The AI looks at things like viewing history, genre preferences, and even the time of day to make the results better.
• Voice Search Integration: Siri lets iOS users start searches with voice commands, so they don’t have to touch anything.
• Consistency Across Platforms: Search results will sync between devices, so people can start looking on their iPhone and easily pick up where they left off on their TV or tablet.
Starting in March 2026, iOS users will be able to use the AI search feature. Later in the year, it will be available on Android and other platforms as well. Netflix has teamed up with top AI researchers to make sure that the system changes based on user feedback, which will lead to ongoing improvements in accuracy and relevance.
Why now?
These updates come out at the same time as Netflix’s push to stay on top of the streaming wars. The company has more than 300 million subscribers around the world as of the first quarter of 2025. It is under more and more pressure to come up with new ideas because of fierce competition. Netflix’s new interface and AI-powered search are part of a bigger plan to get more people to use the service and keep them from leaving, especially as subscription prices go up in important markets.
Analysts in the field say that the move is a response to changing consumer needs. “Streaming services are no longer just about content; they’re about experience,” said Sarah Henshaw, a media tech analyst at StreamScope. “Netflix’s AI search and interface overhaul show they’re putting ease of use and personalization first to stay ahead.”
What comes next?
Netflix’s updates show that technology is moving toward being smarter and more user-friendly. It has been said that the company is looking into more ways to use AI, such as giving viewers real-time content recommendations while they watch and adding gamified features to make the experience more interactive. Right now, iOS users can look forward to a better search experience, and soon all Netflix subscribers will be able to use a TV app that is easier to use and looks better.
Netflix wants users to give feedback through the app as the rollout begins so that these features can be improved even more. Check the app or Netflix’s official blog for more information.
