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Netflix has confirmed that it is testing a shuffle button, which will allow viewers to ask the service to randomly select a movie or TV show.
The button, which appears under a user’s profile and on the home screen, will choose a selection based on viewing history, preferences, and playlists. The company began testing the feature in July. TechCrunch was the first to report the new button.
The shuffle function can be particularly useful for audiences overwhelmed with choice or just bored. It also helps Netflix (NFLX) distinguish its service from a growing list of competitors.
“We’re always looking for better ways to connect members with shows and movies they’ll love,” a Netflix spokesperson said. “We do these tests in different countries and for different periods of time – and only make them widely available if people find them useful.”
Other services have been trying to figure out how to make their in-depth streaming libraries more accessible to consumers.
For example, HBO Max, the new service from WarnerMedia, sold on personalization touting that its recommendation engine would be better than the competition. (WarnerMedia is also the parent company of CNN.)
Peacock, the new service from NBCUniversal, has a comprehensive library of shows and movies, and has also adopted channels that stream random content around the clock, much like traditional television does.
As for Netflix, it comes out of a good quarter where it added 10 million subscribers. This number has exceeded his own expectations.
The service now has approximately 193 million members worldwide.
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