Netflix is working on a new mobile user interface that will roll out later this year that could position the streaming service to better compete with social meta platforms. Netflix's co-CEO Greg Peters said in an earnings call this week that the change will "better serve the expansion of our business over the decade to come.”
Unfortunately, Peters was a little light on the details — but considering Netflix is currently testing a vertical video feed in its mobile app, as well as moving into video podcasts and cloud gaming, it would seem likely these elements of the service will get greater prominence.
Peters confirmed that after it rolls out, the new interface will become "a platform for us to continue to iterate, test, evolve, and improve our offering.”
The reveal on the call was prompted by a question specifically on vertical video being a priority, which should give a clue that Netflix sees itself competing with the likes of YouTube and TikTok for audience attention.
Last year, Netflix overhauled its TV app and put a recommendation banner right on the home page to recommend what to watch next. The new look was promoted as being "cleaner" and easier to use. Some disliked the changes, but my colleague Alix Blackburn wrote here about how she thought it worked.
Finally, there's the gaming element in all this. On the earnings call, Peters said that cloud-based gaming is a "big priority" for Netflix: "A big advancement and priority for us is our cloud-based TV games. It's an exciting launch for us. We're still in the early stages of this rollout.
"Roughly a third of our members have access to TV-based games as a process of upgrading the TV technology and TV clients to be able to handle that."
Since it's possible to use your phone or tablet as a controller through the current Netflix app, it would make sense for the company to better signpost features like this through a redesign.
Overhauling mobile apps isn't something to be taken lightly — just ask Sonos — but in an increasingly crowded and competitive streaming market, Netflix can't afford to stay idle for too long.
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