As Netflix is wont to do, they’ve rolled out a new interface to select users on select platforms. So, while I’ve received this update on my Roku 3, you may not see it on the exact same hardware and it hasn’t been pushed to my Apple TV, Fire TV, or TiVo.
Upon initial launch, I’m presented with five “Now Playing” vertical tiles, comprised of both in-progress television series and two Netflix Originals I’ve never touched – plus some visual indication there may be additional options below. With this revision, Netflix seems to have merged the traditional “Continue Watching” row with my former content discovery pane up top.
However, the results are mixed. As, without interaction after 2-3 seconds, the first vertical tile expands horizontally and automatically begins playing background video at full volume — either introductory material, as seen in Louie above, or, for an episode in progress like Archer, the show itself. Further, a superimposed 20-second timer counts down to full playback of the given episode which ultimately expands to fill the screen as the GUI chrome fades away. Scrolling right or left cycles thru these tiles, resulting in similar auto-play behavior. I don’t mind the opening jingles so much, but playback of existing content is potentially disruptive and that countdown clock is anxiety-provoking. Navigating up and down reveals mostly familiar Netflix interface elements.
Whether or not this graphically rich yet minimalistic interface update sees widespread deployment remains to be seen… and I have my doubts. But I appreciate the Netflix is always testing and iterating. Unlike other pokey players in this biz.