Netflix today launched a new feature that makes it easier for Android users to find the right movie or show to watch, even if they aren't able to make a choice. Play Something is a shuffle option that allows you to choose another movie or show Netflix thinks you might like based on your previous viewing habits and interests.
These may include a show or movie you haven't finished, a show or movie on your watch list, or an entirely new series that Netflix's personalization algorithms recommend.
This feature was in development for some time prior to its release. The feature had been in development for some time before it was released to the public.
The rollout schedule was only partially completed.
The feature, renamed Play Something, was officially launched on April 1st to all users worldwide via Netflix's TV app. The option is located on the profile selection screen under your name, in the navigation menu to your left, and on row ten on your Netflix homepage. This location is meant to be right at the time you are getting frustrated browsing and have exited the app. To play something, screen-readers can also use Text-to-Speech to access Netflix.
At the time, the company stated that it would soon begin testing the feature on mobile devices starting with Android. These tests were then started in May.
This means that while you might have the feature on your Android device before it was officially launched, not all Netflix users worldwide have had access to it.
Netflix has officially launched Play Something on all Android devices, and the rollout is now underway. Netflix says that the company will be testing the feature on iOS within the next few months.
Mobile users will notice the Play Something button hovering above the content as they scroll. It also has its own tab in the app.
So far, the response from users to the addition has been positive. Netflix even pointed to some tweets that praised the feature.
Netflix's shuffle mode is not just about making it easier to watch Netflix. It is also a way to retain users in the app, before they move to another entertainment option like TikTok or a rival streamer.
The threat of short-form videos is so serious that Netflix has created a feature similar to TikTok for its mobile app, Fast Laughs. This feed shows a selection of funny videos to encourage users to visit its site. TikTok highlighted this threat at an event last Wednesday, noting that 35% of its users are now watching less TV because TikTok. This was based on data it gathered from its own research.
Play Something is now part of a newer addition to the platform, which includes a smart downloads feature called "Downloads for You" and partial play downloads. Last year's Top 10 list was also added.
