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Netflix tests biggest redesign of TV app in 10 years to keep you streaming

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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.Viewers’ eyes were darting around from “the row name to today’s topics, to the box art, to the video, back to the synopsis,” Flemming, senior director of member product, told Reuters in an interview. “We really wanted to make that simpler, more intuitive, everything easier to navigate.”The company will take feedback, and possibly make changes, before unveiling it more widely.Netflix has been emphasizing engagement time as a key metric, telling investors it is the “best proxy for customer satisfaction.” The company will stop regular reporting of subscriber numbers next year to shift Wall Street’s focus.Netflix will continue to offer personalized suggestions to each user.

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