There was nothing wrong with Netflix
’s former TV interface necessarily, but the company decided to gussy it up anyway, with the intent to give users a more immersive browsing experience.
“The new design was created specifically for the big screen, featuring multiple cinematic images for each title along with a new, snappy description and more personalized detail on why Netflix suggests it,” reads a Netflix press release.
The new look is rolling out across all devices that display Netflix on the TV screen, including smart TV
s, game consoles, set-top boxes, and Blu-ray
players. Netflix is unifying the Netflix interface on all of those devices, which the company says will allow it to “innovate even faster and continuously improve the Internet television experience”.
The rollout starts today and will take about two weeks, although it will take longer for the revamped interface to hit streaming
boxes such as the Roku box.
It’s also worth noting that Netflix is now referring to itself as “the world’s leading Internet television network”. There’s no doubt that Netflix is the king of the Internet-based content heap, but that “network” designation evinces a paradigm shift from what the company used to be--a DVD-by-mail and content streaming service--to what it is now and will be in the future.