Netflix Tests New 'Shuffle Play' Option
Is Netflix taking the first step toward personalized virtual linear channels?
LOS GATOS, Calif.—Netflix has begun testing a new “Shuffle Play” button that allows viewers to watch TV and films randomly selected by the streaming service.
Currently, the option is available to a portion of the streamer’s subscribers worldwide.
If a viewer hits the button, Netflix offers them TV series or films similar to what they’re watched previously; titles in genres they’ve viewed; or content saved in the “My List” section.
“The purpose of the test is to make it easier for members to find something to watch,” a Netflix spokesperson told Variety.
The company plans to use the findings from the test to eventually launch a “shuffle” feature permanently on Netflix: “The hope is to absolutely productize something,” added the spokesperson.
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Jenny has worked in the media throughout her career, joining TVBEurope as editor in 2017. She has also been an entertainment reporter, interviewing everyone from Kylie Minogue to Tom Hanks; as well as spending a number of years working in radio. She continues to appear on radio every week and occasionally pops up on TV.