Netflix Launches My Netflix Personalized Viewing Experience On Mobile

Netflix has announced the launch of My Netflix, a new feature replacing the Downloads tab on the iOS app's home screen, aimed at streamlining the viewing experience. The personalized area will cater to ongoing viewing and downloads, aiming to make it easier for users to choose what they want to watch. Product Manager Edith Chao explained in an official Netflix blog post that My Netflix will serve as a "one-stop shop tailored to you with easy shortcuts to help you choose what you want to watch."

The feature will initially be available on iOS devices, with Android support coming in the following weeks. Although it is focused on on-the-go viewing selections, Netflix is considering expanding the feature to connected TV devices in the future. However, My Netflix won't be pushing recommendations like the home screen; instead, it will leverage Netflix's algorithm to tailor the content to individual user preferences.

My Netflix aims to address the common struggle of users not having enough time to browse for something to watch. The new dedicated space on iOS and Android will offer a comprehensive view of downloads, TV series, movies, trailers watched, shows saved to My List, and much more. The more users interact with the platform and indicate their preferences, the more content will be presented on the My Netflix tab.

"The more you interact with and tell Netflix what you like," Chao wrote, "the more you'll see on the My Netflix tab."

Starting today, My Netflix is available on iOS, with plans for an early August rollout on Android.

With Netflix's recent report of adding 5.9 million subscribers--surpassing Wall Street forecasts and reaching over 238 million global subscribers--the company is now exploring new avenues for growth. It is delving into advertising and a crackdown on paid password sharing, both of which have shown promising early progress from Netflix's perspective.