Netflix Wants to Replace its Content Grid With Tailored Choices

By Jamie Condliffe on at

The current Netflix navigation system—scroll and scroll and scroll and scroll until you find something—can be a nightmare to use. But apparently it has plans to scrap that system in favour of an entirely recommendation-based system.

Speaking yesterday, Netflix Chief Product Officer Neil Hunt said that the company's vision is that "you won't see a grid and you won't see a sea of titles". While Netflix won't ever know exactly what you want to watch, Hunt believes that there's "a powerful possibility" that it can present viewers with just three or four choices that should fit the bill. Essentially, it would know, almost as well as you, what you want to watch at any given moment; at least in theory.

Is that optimistic? It depends on how whimsical you are, but our behaviour is probably predictable enough that it should be plausible. It's certainly slightly creepy, but then by now we should all be used to that kind of service. Thanks, Google. What will it look like? With any luck, a bit like this. [TechCrunch]