Netflix Inc. (NFLX:US), the world’s largest subscription streaming service, unveiled a new home-page design aimed at delivering a richer experience to viewers who watch on television sets.
The new look highlights a rotating list of movies and series, and offers recommendations based on past viewing, the Los Gatos, California-based company said today in a statement. The design will be rolled out on TV sets and devices that connect to them, such as set-top boxes and game consoles.
Netflix is making its service more television-like with the redesign, at a time when the company is seeking deals to integrate its Web-based service on cable TV. The majority of viewers watch on devices connected to TVs, according to Neil Hunt, chief product officer.
“This is the biggest change to the Netflix experience on televisions in our history, making it even easier to find something great to watch,” Hunt said in the statement. “This new software platform will allow us to innovate even faster and continuously improve the Internet television experience.”
With each title, users will see a short description and more personalized detail on why Netflix suggests it. The company is constantly tinkering with its service in a bid to improve the user experience, which helps it sign and keep members, Chief Executive Officer Reed Hastings has said.
This year, the company added social features to let U.S. users share what they’re watching with friends. It introduced individual profiles for households with more than one person using the streaming service.
Netflix fell 1.2 percent yesterday to $333.73 in New York trading. The shares have more than tripled (NFLX:US) this year, compared with a 24 percent gain for the Standard & Poor’s 500 Index.
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