Netflix Adds New Tool for Navigating Content

Netflix has added a new tool for navigating content.

The new My Netflix tool has a dedicated tab that includes shortcuts to content the user has interacted with, so there’s no need to browse to find something to watch, the streaming platform said in a Monday (July 24) press release.

The tool brings together in one tab the shows and films the user has downloaded, given a thumbs up to, saved to My List, watched a trailer for, set a reminder for, or started watching but not finished, according to the press release.

“When you’re on the move with your phone, go directly to My Netflix, where you can quickly choose something you’ve saved or downloaded to watch,” Netflix said in the press release. “You can still visit your Home tab and other sections of the app to discover our full catalog of series and films.”

The more a user interacts with Netflix, the better the platform will understand what they like and the more links they will see under the My Netflix tab, according to the press release.

The new tool was launched on iOS Monday and will be expanded to Android in early August, the release said.

My Netflix is the latest in a series of additions and changes made at the streaming platform.

On July 19, The Wall Street Journal reported that Netflix has dropped its cheapest monthly plan that doesn’t include ads. The $9.99 Basic plan is no longer available for new customers in the U.S. and the U.K., though existing subscribers can stay on the plan as long as it isn’t changed or canceled.

A month earlier, in June, the company announced the launch of Netflix Bites, a pop-up eatery in Los Angeles offering meals from celebrity chefs featured in series on the streaming platform.

As PYMNTS reported at the time, the move to create immersive, in-person experiences could be part of an effort to reestablish customer affinity for the brand after Netflix’s move to crack down on password sharing left many consumers feeling frustrated even as it increased subscriptions.