Netflix said it plans to revamp its TV app interface and introduce generative AI to the iOS mobile platform.
As US President Donald Trump’s proposed 100% tariff on all foreign-produced content looms, Netflix said “it’s business as usual” for the streaming service.
If Trump’s tariffs are implemented, they would apply to locally made films, potentially even productions filmed in South Africa and series sold in the US.
Trump tariffs
During a virtual media briefing on Tuesday, Netflix chief product Officer Eunice Kim said they have not received any communication about whether the tariffs would affect them.
“Honestly, you know as much as we do right now about the news, and it’s business as usual for us right now”.
Upgrades
During the briefing, Netflix also showcased its redesigned popular streaming service to highlight newer types of programming and make it easier for customers to find shows to watch.
The streaming service said it plans to revamp its TV app interface and introduce generative AI to the iOS mobile platform, allowing users to ask for content in natural and everyday language.
Watch Netflix’s new upgrades here:
Netflix has a simpler and better look! With this new update, it’s the same Netflix you know and love, but the fresh design gives you more title information at a glance, so it’s easier to find something to watch.
The new Netflix TV Experience will start rolling out to members… pic.twitter.com/2GY92i4O2n
— Netflix (@netflix) May 7, 2025
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AI
The AI-infused search option for mobile users will allow members to search for content using natural, conversational phrases like “I want something funny and upbeat”.
Netflix is also planning to redesign its TV app homepage, provide more tailored recommendations to subscribers, and reposition the search and “My List” options to the top of the interface for easier accessibility.
Vertical video
Netflix said it is also testing a vertical video feed on mobile devices that will show short clips from its shows and movies.
The format mimics the infinite-scroll design – also dubbed ‘doom scrolling’ – popularised by social media platforms, allowing viewers to watch, save, or share titles from a single screen. The feed is expected to roll out globally in the coming weeks.
Updated homepage
Kim explained that in the coming weeks and months, Netflix subscribers across the world will get to experience the updated TV homepage for themselves.
“When we first started thinking about this project, we wanted to create an experience that was more flexible for our broad entertainment offerings, more intuitive and responsive to our members’ needs, and capable of elevating the most thrilling moments on Netflix.”
Chief Technology Officer Elizabeth Stone said Netflix’s new TV experience gives the company the ability to evolve and innovate more easily going forward.
“That’s how we’re going to make the Netflix people know even better. And it’s how we’ll continue to connect them with even more shows, movies and games they’ll love.” Stone said.
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