Netflix Updates TV Interface for Movies, Original Programming

Netflix has become one of the top streaming services in the world, but one of the most frequent complaints about the service is that it is not uniform across different platforms. Using the program has always been different on the PlayStation 3, Xbox 360, PC, and Roku boxes. But that all changes today. Netflix is now beginning to roll out a new user interface that will streamline the experience between most platforms and add new features to the service.

Chris Jaffe, Netflix's vice president of product innovation, explained to The Verge that the idea behind the new interface came from regular television broadcasts, with the idea that the new Netflix will always have something that can visually draw users in:

"In [the old] Netflix experience, we give you all this stuff...But the question we don't answer for you is 'Why should you watch this title?'"

Now, instead of having the familiar grid view that subscribers are accustomed to, the top half of the screen will be filled with images of the show selected. These images will rotate as a description for the show will be on screen. A new element, called "The Evidence" by Netflix, will explain why the show or movie is right for the user. Using the company's personalized social and recommendation algorithms Netflix will reveal which friends have watched the show and reveal which shows the user is watching relates to the recommended title. If the selected title does not have any personal connection to the user, then other information will pop up, such as awards the show or movie has won.

This does not mean that the rows of content have disappeared completely. However, the images will change slightly to be widescreen thumbnails. Once users click on these images the larger images and synopsis will be revealed.

This update will roll out over two weeks to the PlayStation 3 and 4, Xbox 360, Roku 3, and several television and blu-ray players that will total over 50 percent of the Netflix user base. Another big reason for the change: streamlining the way Netflix updates its user interface. Now Netflix will be able to create one update to affect several platforms at once, rather than having to write separate updates for each platform. Jaffe clarified that some platforms will have to have unique interfaces, but the hope is that the new Netflix will help prepare all users for what Netflix has in store for the future:

"We understand some devices do need to have a unique look and feel...So the more people we can get on the train, then we can execute new features and raise everybody's experience."