Netflix tests biggest TV app revamp in 10 yrs to enhance viewing experience

Netflix started rolling out the first major revamp of its television app in a decade on Thursday, testing changes designed to help viewers more quickly decide what they want to watch.

The video streaming pioneer wants to increase the time that viewers spend on the app to help retain customers and draw subscribers to its new, lower cost plans with advertising.

Company research showed users were performing what Netflix executive Pat Flemming called “eye gymnastics”, or looking around to various parts of the Netflix home screen, when trying to find a title that interested them.