Netflix Redesigns Homepage for First Time in 12 Years, Adds AI Search and Vertical Video Feed

By Evans Momodu, published 15:10

Netflix announces its first homepage redesign since 2013, introduces AI-powered content discovery and a TikTok-style video feed. Here’s what users can expect from the streaming giant’s 2025 tech update.

Netflix is rolling out its most significant transformation in over a decade, signaling its ambitions to stay ahead in an increasingly competitive streaming landscape.

For the first time since 2013, the company is redesigning its TV homepage, introducing a centre-aligned menu, more compact content previews, and real-time, personalised recommendations based on viewing behaviour and time of day.

Netflix revealed the updates during its inaugural virtual “Product & Tech” event. Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone introduced three key innovations:

1. Homepage Overhaul

   • Menu moves from the side to the centre (similar to Apple TV)

   • Enhanced personalisation with real-time data

   • Increased visibility for live events and gaming content

2. Generative AI-Powered Search (Beta)

   • Users can search using natural language such as “Show me something light and funny”

   • Initial rollout will be opt-in on mobile devices

3. Vertical Video Feed Inspired by TikTok

   • A scrollable mobile feed of short clips from Netflix shows and movies

   • Designed for content discovery with seamless access to full titles

These updates are part of a phased rollout expected over the coming weeks and months.

Although Netflix claims the timing of the announcement was not aligned with marketing strategy, it comes just days before its May 14 upfront, where the company will present new content offerings to advertisers.

The enhancements also follow record profits in its latest quarterly earnings, strengthening investor confidence despite broader economic uncertainty from President Trump’s trade tariffs.

The platform’s emphasis on gaming, AI search, and mobile engagement reflects a bold expansion beyond traditional film and TV content.

“We’ve been working on these experiences since last year, and we’re excited to roll them out soon,” said Kim.

Netflix’s 2025 updates show a platform evolving with digital trends—leveraging AI, mobile-first design, and interactive formats to deepen user engagement and attract advertisers in a turbulent economy.
Source: CNN