Netflix Inc. (NFLX:US), the online movie service, is testing a redesign of its website that separates movie viewing options from its growing television catalog.
By splitting off films from television shows, and offering subcategories of each, the new look would improve viewers’ ability to find programs in specific genres. The company hasn’t decided yet whether to implement the design later this year.
Joris Evers, a Netflix spokesman, declined to comment on whether Netflix plans to change its recommendation system, which offers choices of movies and television shows based in part on what a person previously has watched.
“At Netflix, we always work hard to improve the instant click-and-watch experience for our members,” Evers said in an e-mailed statement. “That includes testing new features to see if it results in increased viewing.”
Netflix Chief Executive Officer Reed Hastings has said the Los Gatos, California-based company will fend off the competition this year by devoting more time to making the service appealing to members. The company faces rivals including online retailer Amazon.com, Hulu LLC, Comcast Corp.’s Streampix and Verizon Communications Inc. (VZ:US)’s online venture with Coinstar Inc. (CSTR:US)’s Redbox. In May, Hastings said Netflix will add a service this year that lets more than two users watch concurrently.
Netflix fell less than 1 percent to $62.83 at the New York close. The company’s shares have fallen 9.3 percent this year.
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