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Netflix has launched a worldwide test of “shuffle play,” a feature for undecided subscribers that starts streaming a shuffle title based on their viewing history or playlists.
The idea, of course, is to provide another way to encourage Netflix users to watch more content on the service – even if they don’t know exactly what they want to watch – and potentially become addicted to one. new TV show or movie. Currently “shuffle play” is only tested on connected TV devices.
“The purpose of the test is to make it easier for members to find something to watch,” a Netflix spokesperson said. The company plans to use the test results to potentially roll out a permanent ‘mix’ feature on Netflix: “The hope is to produce absolutely something,” the representative said.
The titles offered by Netflix when you press “Shuffle” will either be shows or movies similar to the ones you have watched previously; titles in the genres you viewed; or content that you have saved in the “My List” section.
Available worldwide to a portion of Netflix’s user base, the “Shuffle” button appears in one of three places (or all three): below the profile line on the start screen; in the “display panel” area on the home screen of a user’s profile; or in the sidebar of the TV menu.
Netflix first tested a similar feature in 2019 with a random episode button on its Android app, available for select TV shows. The company then began a second round of testing in July 2020 around the world with “Shuffle Play”.
Netflix’s latest shuffle test was first reported by TechCrunch, which spotted several user social media posts about the feature, including this one:
“Shuffle Play” is one of the many content discovery features that Netflix has introduced to boost more viewing, as TechCrunch noted.
One of those was Netflix’s autoplay preview when you navigate through the menu – which the streamer ultimately admitted was quite irritating for a lot of people. Last February, it added the ability for viewers to turn off auto-play previews. “Some people find this feature useful. Others not so much ”, Netflix said on twitter by announcing the change.
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