- Netflix’s newest feature is meant to help indecisive users pick a movie.
- The new shuffle button will appear in three places when using the app, so users won’t miss it.
- Netflix is persistently trying new ways to get users to watch new titles.
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Netflix is trying out a new feature meant to help the indecisive viewer: a shuffle button.
The button will appear in three places, once under each profile on the home screen, again on the menu while a user is browsing within their respective profile, and finally on the TV menu screen. The feature has been rolling out worldwide since July.
When users hit the shuffle button, they’ll be shown movies or TV shows similar to something you’ve already watched, a movie or TV show you’re already watching, or something saved to Netflix’s My List.
“The purpose of the test is to make it easier for members to find something to watch,” a Netflix spokesperson told Variety.
It’s not uncommon for Netflix to change its interface in order to get customers to watch new titles.
Trailer autoplay when a user is browsing and screensavers promoting titles when the app is left idle are some examples of advertising techniques from the streaming giant.
Netflix has tested similar features in the past, with a shuffle option for popular shows that don’t necessarily need to be watched in chronological order. It also tested showing a random episode option for users once they have started a series on their own.
2020 has been a landmark year for the streaming company, as stay-at-home orders lead to a record 15.8 million new subscribers in its first quarter, surpassing estimates of seven million. Almost 50% of customers already using the streaming service are now watching one to three hours more.
Disclosure: Mathias Döpfner, CEO of Business Insider’s parent company, Axel Springer, is a Netflix board member.