Netflix revamps look and feel

November 13, 2013 10.12 Europe/London By Julian Clover

new-netflixNetflix has launched a radical new look that the streaming service says makes Netflix on TVs a much richer and more immersive experience.

The new design was designed for the big screen and features multiple images for each title along with a personalized description as to why the title has been suggested.

In a first for Netflix, the new TV experience is being rolled out simultaneously across multiple devices that deliver Netflix to a TV screen, accounting for the majority of all Netflix viewing hours on televisions.

“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. “This is the biggest change to the Netflix experience on televisions in our history, making it even easier to find something great to watch on Netflix, bringing our members many more hours of Netflix enjoyment on their TVs.”

The new TV experience is delivered by a new Netflix software platform that runs efficiently on various devices, from low-powered set-top boxes, recent models of Smart TVs and Blu-ray players to high-end game consoles. Previously, each device had its own Netflix experience, which meant features took longer to roll out across devices.

“This new software platform will allow us to innovate even faster and continuously improve the internet television experience for our members across multiple devices,” said Hunt.

The new look and feel goes live Wednesday and will be available to all members globally within two weeks. Devices that will support the new experience include PlayStation 3, PlayStation 4, Xbox 360, Roku 3, newer Smart TVs and recent Blu-ray players. Additional devices, including older Roku boxes, will be added over the coming months.