Netflix has announced the launch of My Netflix, a new feature that replaces the Downloads tab on the home screen of the iOS app, to streamline the viewing experience. A personalized area will serve for continuous viewing and downloading, with the aim of making it easier for users to choose what they want to see. Product Manager Edith Chao explained in an official Netflix blog post that My Netflix will serve as “your one-stop shop with easy shortcuts to help you choose what you want to watch.”
The feature will initially be available on iOS devices, with Android support coming in the coming weeks. Despite its focus on on-the-go viewing options, Netflix is considering expanding the feature to connected TV devices in the future. However, My Netflix won’t push recommendations like the home screen; instead, it will leverage Netflix’s algorithm to tailor content to each user’s preferences.
My Netflix aims to solve the common problem of users who don’t have enough time to browse for something to watch. The new dedicated space on iOS and Android will provide a comprehensive view of downloads, TV series, movies, watched trailers, shows saved to My List, etc. The more users interact with the platform and indicate their preferences, the more content will be shown on the My Netflix tab.
“The more you interact and tell Netflix what you like,” wrote Chao, “the more you’ll see on my Netflix tab.”
Starting today, My Netflix is available on iOS, with plans to launch in early August on Android.
With Netflix’s recent report of adding 5.9 million subscribers—beating Wall Street predictions and reaching over 238 million global subscribers—the company is now exploring new avenues of growth. It is delving into advertising and cracking down on paid password sharing, both of which represent promising early advances from Netflix’s point of view.