Netflixis rolling out a new feature calledMy Netflix, which will replace theDownloadstab on the bottom right of the home screen on iOS apps starting today.
The new area will be a personalized home for downloads and ongoing viewing, with the goal of streamlining the viewing experience.
After starting on mobile devices (Android will be added in the coming weeks), Netflix plans to evaluate a potential expansion to connected devices for TV viewing.
“My Netflix” featureNetflix
For now, though, the primary use of the feature will be for making on-the-go viewing selections, which are also available on other devices.
The algorithmic nature of Netflix comes into play with the new feature, though My it isnt really designed to push recommendations, unlike the home screen.
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The more you interact with and tell Netflix what you like, Chao wrote, the more youll see on the My Netflix tab.
The company is also leaning into advertising and paid password sharing, with execs saying both major initiatives have shown early progress.
Despite the positive momentum, Netflix shares have shed about 10% of their value since last Wednesdays earnings release.
