In a blog post Stephen Garcia, director, product innovation, at the streaming service explained the objective was to make it easier to find titles on TVs where fewer buttons on a remote control can make navigation more difficult.
Garcia said the objective was to make the Netflix experience and more intuitive: “Our research has shown us that while a member generally isn’t sure what exact title they want to watch, they have a pretty good sense of whether they are in the mood for a quick series episode or a longer movie experience.” Titles saved for later viewing can now be found more easily through My List. It could be said that a sidebar interface isn’t particularly innovative, but it’s Netflix, so excitement levels are raised.
“While this may feel like an obvious update to some, validating that this TV experience was better for our members took extensive research, testing and technology improvements.”
Garcia said Netflix would continue to learn from its members and evolve the service.
An earlier introduction of video previews had significantly reduced the amount of time spent browsing.