Netflix is as we speak formally launching a new feature for its Android users that may make it simpler to discover one thing to watch when you'll be able to’t decide. The feature, known as “Play One thing,” is a shuffle mode option that may play one other film or present Netflix believes chances are you'll like, based mostly on your pursuits and your prior viewing habits.
These choices could embody a film or present you’re already watching however haven’t accomplished, a film or present on your watch checklist, or a brand-new sequence or movie that Netflix’s personalization algorithms counsel, amongst different issues.
The feature had been in improvement for a while earlier than its public launch. Final 12 months, for instance, Netflix was testing it as “Shuffle Play.” And in its This autumn 2020 earnings, Netflix said it could roll out its shuffle mode to users worldwide in the course of the first half of 2021, describing it as a method to “immediately watch a title” that was chosen only for the consumer.
That rollout schedule was partially realized.
“Play One thing,” because the feature was rebranded to, formally launched to worldwide users on Netflix’s TV app again in April. Right here, the option will be present in a number of locations, together with on the profile choice screen beneath your profile title, on the navigation menu to the left of your screen, and on the tenth row on your Netflix homepage — a location that’s meant to seem proper on the level the place you’re starting to get pissed off with searching and will have in any other case exited the app. As well as, Netflix users with screen-readers might additionally use Textual content-to-Speech (TTS) to use “Play One thing.”
The corporate stated on the time it could quickly begin testing the feature on mobile units, beginning with Android. It then started these checks in late Could.
In different phrases, chances are you'll very effectively have had the feature on your personal Android device lengthy earlier than this “official” debut — however not all of Netflix users globally have been ready to strive it but.
That’s now altering, as Netflix is formally bringing “Play One thing” to all Android mobile units worldwide, with the rollout that begins as we speak.
On mobile, the “Play One thing” button hovers over the content material on the backside of the phone’s screen as you scroll and likewise has its personal devoted tab within the app.
However for Netflix, the shuffle mode feature isn’t solely about giving users one other, simpler method to watch — it’s a method of retaining users within the app earlier than they soar to one other leisure option, whether or not that’s a rival streamer or perhaps a social media app for video, like TikTok.
In actual fact, the risk from short-form video is critical sufficient that Netflix lately constructed its personal TikTok-like feature for its mobile app called “Fast Laughs,” which exhibits a feed of comedy movies meant to drive users to its content material. Placing more durable numbers to this potential risk, TikTok, at an occasion final week, noted that 35% of its users have been watching much less TV due to TikTok, citing data from its own research.
“Play One thing” joins different newer additions as effectively, together with a smart downloads feature known as “Downloads for You” and assist for partial play downloads, in addition to final 12 months’s addition of the Top 10 list.
Source : TechCrunch