The news: Netflix is overhauling its user interface for TV, with a May 19 global roll-out.

Here’s what’s new:

• A My Netflix hub. The tab will house in-progress content, watchlists, and reminders for upcoming releases.
• Persistent navigation controls. A bar at the top of the screen follows users throughout the feed with options to click on Search, Shows, Movies, Games, and My Netflix.
• Click-free navigation. Hovering over a title surfaces metadata like runtime, synopsis, and awards.
• AI-powered content recommendations. Title suggestions are made based on contextual data like time of day and user session pattern.

On Netflix’s mobile app, it’s adding a vertical video feed, similar to those on TikTok or Reels, with buttons to start playing, save to watch later, or share with friends.

Personalized feed: Netflix’s revamped suggestions system—Responsive Recommendations—may be aimed to capitalize on the 45% of Gen Zers who frequently decide what to view based on an algorithm or a “For You” page, per Toluna.

Netflix CTO Elizabeth Stone said previous recommendations focused only on prior viewing activity. “Responsive Recommendations pull in more signals, like what trailers you’re watching or who you’re searching for, so we can do a better job suggesting titles you’ll want to watch in that moment,” she said.

Why now? The redesign could address two issues—its algorithmic arms race with YouTube’s connected TV (CTV) dominance and Netflix’s growing catalog, which is no longer limited to shows and movies.

The company described the updates as a “flexible canvas” that accommodates its live sports and gaming content, both of which Netflix has spent considerable resources on to develop and deploy.

Our take: Netflix’s AI search and recommendations may be its most crucial updates: As platforms like Instagram increasingly prioritize content discovery, Netflix is betting that smarter personalization and faster navigation will keep users from bouncing to other apps.