Netflix CEO Greg Peters announced during the company’s recent first-quarter earnings call that the streaming giant is significantly revamping its search experience using artificial intelligence. Peters explained that Netflix is developing an “interactive search experience based on generative technologies” designed to help users more effectively discover new and diverse content.
Highlighting the need for ongoing improvements, Peters noted that Netflix’s most publicly discussed and popular titles only account for about 1% of overall traffic on the platform. As a result, enhancing the discovery and recommendation system is critical to introducing audiences to a broader range of offerings and ultimately increasing viewer satisfaction and content engagement.
Earlier this month, Netflix started experimenting with OpenAI-powered search tools among select subscribers in Australia and New Zealand. Additionally, the company is planning a major overhaul of its TV home page layout, a first in over a decade, which will roll out widely later this year. Peters emphasized that this new, streamlined homepage will substantially elevate users’ browsing experiences, reflecting valuable feedback Netflix received during its testing phases.
In financial performance news, Netflix reported that its revenue for the first quarter rose by 12.5%, reaching a total of $10.54 billion compared to the same quarter last year.
