In addition to the TV interface, Netflix's mobile app will introduce a vertical feed for clips, allowing users to swipe through content, with testing expected to commence shortly.

As of early 2025, Netflix reported 300 million paid memberships, reflecting a growth of 19 million from the previous quarter, despite ceasing to disclose quarterly subscriber counts.

Netflix has unveiled an upgraded TV experience, featuring a redesigned homepage, enhanced recommendations, and new search options aimed at improving user engagement.

This overhaul is a strategic response to the fierce competition in the streaming market from rivals such as Warner Bros. Discovery's Max and Disney.

Netflix's response to recent tariff threats on foreign films has been cautious, with company representatives acknowledging the situation but withholding further comments.

The company's revenue also saw a 13% increase in the first fiscal quarter of 2025, indicating a positive trend in membership growth.

The announcement of these updates comes just ahead of Netflix's upfront event on May 14, where the company will showcase its offerings to advertisers.

These changes come after a period of stagnation in user growth in 2022, prompting Netflix to launch lower-cost ad-supported plans and implement stricter measures against password sharing.

As part of its content strategy shift, Netflix is retiring its remaining interactive titles, including 'Black Mirror: Bandersnatch' and 'Unbreakable Kimmy Schmidt: Kimmy vs. the Reverend,' signaling a move towards personalized content.

A notable addition is the generative AI search feature on iOS, enabling users to discover shows and movies through conversational prompts akin to those used by AI tools like ChatGPT.

In related news, Fox has canceled the action drama 'Rescue: HI-Surf' after one season, leaving fans with an unresolved cliffhanger.