Netflix Creates ‘Completely New Experience’ on iPhone

Netflix has created what it called a “new experience” on the iPhone.

Netflix says that millions of members use their smartphones to watch movies and TV shows. To reflect the growing salience of mobile users, the company released “a completely new experience for iPhone and iPod touch.”

“Compared to the previous version, the new Netflix experience on iPhone and iPod touch is much more immersive,” explains Chris Jaffe, the director of product innovation of Netflix. “You will see many more titles and galleries than we have ever shown before on a smartphone. It is much closer to the Netflix experience on tablets, which got a major upgrade late last year.

Quoth the Netflix blog:

At the top of the new browse screen on iPhone and iPod touch is a row that lets you continue watching shows or movies that you previously started watching right where you left off, a very handy feature. The Instant Queue, available in some regions, is presented on the Home screen just below your Top 10 list. Lower down in the new experience are several personalized rows filled with movie and TV show recommendations.

“Tapping the browse menu gives you access to an extensive list of genre galleries that show even more titles organized into categories,” added Chris. “And parents—like me—will really appreciate the children and family gallery with many titles organized by age. … A simple tap on any title presents all of the information for that title and a double-tap on any title starts instant playback. Also, search is available everywhere in the application, so you can always find what you are looking for.”


A quick demo of Netflix’s new iPhone experience.


This new experience on iPhone and iPod touch together with our recently released new player experience significantly advances the Netflix experience on smartphones. The new Netflix experience is available for iPhone and iPod Touch devices using iOS v5.0 and above. Download the new Netflix iPhone experience today in the App Store.

Netflix also pointed out that it will release an optimized version for the iPhone 5’s larger screen. Android will get some love soon too.