Netflix introduces 'My Netflix' hub tab for personalised content discovery and navigation

Los Gatos: Netflix has launched a new feature called 'My Netflix' aimed at enhancing the content discovery experience for mobile users.

The personalised tab acts as a dedicated space showcasing shows and films that users have previously interacted with, such as those they have downloaded or given a thumbs up to. This one-stop shop is designed to make browsing through the app easier by displaying content that users have shown interest in, rather than overwhelming them with algorithmically driven suggestions.

The My Netflix tab is currently available on Apple iOS devices and is set to roll out on Android devices in early August.

The 'My Netflix' tab replaces the Downloads tab, as Netflix seeks to reduce the time users spend browsing through the platform's content recommendations. While users can still explore the Home tab and other sections for new content, the 'My Netflix' section prioritises titles that users have personally engaged with. The new tab also includes trailers that users have watched, said the company in a blog post.

To further enhance the personalised experience, Netflix encourages users to interact more with the platform by indicating their preferences, such as saving specific shows and films to 'My List' or giving a thumbs up to their favourite content. The more user engagement, the more tailored the content suggestions on the 'My Netflix' tab will become.

While Netflix's endeavour to simplify content discovery is well-received, the platform has faced some controversy in recent times.

In May, the company implemented restrictions on account and password sharing in various countries, including India. The move aims to ensure that each account is solely used within one household, prompting members outside of that household to transfer their profiles to a new subscription.

Despite these measures, Netflix continues to gain subscribers globally. According to its Q2 earnings report, the streaming giant added nearly 6 million new subscriptions, bringing the total number of subscribers to 238 million. The success comes amidst the backdrop of the recent password crackdown, which limited shared access to accounts.

In India, where subscription sharing has been a common practice, data analytics firm YouGov revealed that a majority of urban Indians are open to paying an additional fee for the ability to share their account with friends or family residing elsewhere. However, Netflix's recent restrictions mean that users can no longer avail the 'extra member' option, which allowed primary account holders to add one additional user at a slightly higher subscription price.

As the streaming landscape continues to evolve, Netflix remains committed to enhancing its platform for improved user experiences, keeping pace with changing preferences and viewing habits. The 'My Netflix' tab represents a step towards personalisation, ensuring that users can easily access and enjoy content they have shown interest in within the vast Netflix library.