Netflix is piloting a new AI-driven search experience designed to help viewers discover content based on moods, themes, and descriptive queries rather than just titles or genres. Currently being tested in Australia and New Zealand, the feature is available to a limited group of iOS users, according to a report from Bloomberg.
This latest experiment signals a significant upgrade to how users interact with Netflix’s search function. Powered by New Netflix AI Search Suggests Shows by Emotion, the tool can interpret natural language inputs—allowing users to type prompts like “something sad,” “funny and fast-paced,” or “feel-good drama about friendship” and receive recommendations tailored to their emotional preferences and narrative interests.
A More Human Way to Discover Content
Traditionally, streaming searches have revolved around keywords like show titles, actor names, or genre categories. Netflix’s new AI search tool aims to remove that friction by letting users describe what they want in more conversational terms. This makes the experience feel less like filtering a database and more like asking a friend for recommendations.
Instead of selecting from static categories like “Comedy” or “Drama,” viewers can now explore more nuanced suggestions that align with their mood, tone, or story preferences—a move that could boost both satisfaction and retention.
Netflix has already embedded AI into its platform in several ways, including personalized content suggestions, thumbnail generation, and playback optimization. This new search capability reflects the company’s continued investment in AI to enhance user experience, especially in helping users find the right content faster in an increasingly saturated streaming landscape.
The company hasn’t confirmed a rollout timeline for additional regions, but reports indicate a wider test—possibly including the U.S. market—could follow depending on the success of the initial trial.
Notably, Netflix has chosen iOS as the test platform for this feature, reversing its usual pattern of launching features on Android first. This change may reflect either a strategic focus on iOS user behavior or technical integrations tied to OpenAI’s capabilities.
Netflix Streaming Search Enters a New Era
With competition in the streaming industry intensifying, platforms are looking for ways to make content discovery more intuitive. If Netflix’s natural language search gains traction, it could set a new standard across the industry—where AI understands viewer intent beyond rigid filters and offers a smarter, more personalized interface.
By transforming how users search and interact with vast libraries of shows and movies, Netflix is not just simplifying navigation—it’s reinventing the experience of finding something to watch.
