Netflix is developing a new search feature aimed at enhancing the content discovery process, utilizing AI technologies, as announced by CEO Greg Peters during the company’s first-quarter earnings call.
Peters highlighted that Netflix is creating an “interactive search based on generative technologies” to help users discover various titles more effectively. In response to an analyst’s inquiry, he mentioned that the platform’s most talked-about titles only account for about 1% of overall traffic. This highlights the need for improved discovery and recommendation systems, which is crucial for maximizing audience engagement with their content. “There is still significant potential to enhance the discovery and recommendation experience, which would in turn provide greater value to our members and help us reach wider audiences for our titles,” he stated.
Earlier this month, Bloomberg reported that Netflix has been testing an OpenAI-powered search feature with selected customers in Australia and New Zealand. Additionally, the company has begun experimenting with a revamped homepage design on its TV app that introduces a new format for presenting show titles and descriptions, with plans for a broader rollout later this year.
“This homepage redesign represents significant structural changes we haven’t made in over a decade. We believe it will greatly enhance Netflix’s discovery experience, as we’ve refined it based on feedback from members who tested it,” Peters remarked.
In terms of financial performance, the company reported a 12.5% increase in revenue for the first quarter, reaching $10.54 billion compared to the same period last year.
