Netflix Makes Its Connected-TV Apps More ‘Cinematic’

/ Nov 13, 2013

netflixTV

Netflix is unifying the user experience across most of the connected-TV devices the streaming service is available on. The company announced today that its TV interface will receive a major upgrade across devices like the Playstation 3 and 4, Xbox 360, Roku 3, and newer smart TVs and Blu-ray players.

The update will include an overhaul of the Netflix home screen, which Netflix claims will now offer a more “cinematic” experience better suited for the biggest screen in the house. For example, show tiles will now appear via three large images designed for HDTVs.

Netflix is also shortening show descriptions and placing a greater emphasis on personalized information, which will be tailored around users’ viewing and social networking habits. TV show pages are also getting an upgrade as they will now offer more detailed cast and crew descriptions.

The reason for this overhaul, which is rolling out simultaneously across multiple devices, is because of how much connected-TV devices account for viewing on Netflix. “Our members collectively watch more than a billion hours of Netflix a month, most of that is on a TV,” said Netflix chief product officer Neil Hunt in a statement.

The problem was that up until now Netflix had designed user experiences for each device it streamed to individually, according to Hunt. Via new software that supports devices ranging from low-powered set tops to new smart TVs and Blu-ray players, Hunt says Netflix will now be able to upgrade the user experience at a faster clip.

Launching today, the upgrade will be available to all Netflix users across the globe within the next two weeks.

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