Last month, Netflix was spotted testing a new section in its TV app called “Latest,” which would connect viewers with a personalized list of upcoming content due to be released over the course of the current week and the next. Today, Netflix is formally announcing the launch of the feature with a focus on its ability to remind you of shows and movies you want to watch.
Netflix had confirmed in August that the Latest section would be available on its streaming app for TVs, including Fire TV, Apple TV, Roku, and others. But it also had a similar feature available on Android and is testing the feature on iOS, it said at the time.
Today, the company confirms the new tab will now be available on many game consoles and Roku, with smart TVs and other devices getting the upgrade in the next couple of months.
The tab itself will feature content from across categories, like drama, comedy, horror, docs, foreign, original, licensed and kids, the company notes. These recommendations will be organized into three sections: New this Week, Coming this Week, and Coming Next Week.
When you see something of interest, you can click “Remind Me” to receive a notification when the title is available to stream.
Netflix says the new feature was inspired by its popular “Now on Netflix” newsletters which help subscribers keep up with the ever-changing content slate.
The feature’s launch is significant for a few reasons.
For starters, it’s a rare addition to Netflix’s top-level navigation in its app which before was limited to Home, Search, TV, Movies, and My List. The Latest section will now get a prominent position, just beneath the Home button.
It will also be an important tool that Netflix will use to keep viewers engaged with its content so they’ll continue to pay for the subscription service. This is now more of a concern for Netflix, which recently posted a disappointing quarter, where it lost U.S. subscribers for the first time since 2011. It’s also poised to face serious competition from newcomers to the streaming market including, most notably, Disney whose soon-to-launch Disney+ will cost less than Netflix and can be bundled with Hulu and ESPN for the same price as a standard Netflix subscription.
The new addition will help to address another challenge, as well — helping subscribers figure out what to watch. Unlike traditional linear TV, Netflix doesn’t just drop you into live TV — you have to make a decision. This often leads to people scrolling for several minutes to find a show to stream, getting frustrated or overwhelmed by the choices, then just launching an old standby, like “The Office.” With reminders and notifications, Netflix can gently nudge viewers towards titles they already want to watch, which could mean less timing browsing and more time streaming.