Netflix Tests OpenAI-Powered Search to Enhance User Experience

Netflix is exploring new ways to keep subscribers engaged by testing an advanced search engine powered by OpenAI technology, according to Bloomberg.

The streaming service is experimenting with a more intuitive search capability that allows users to find content using specific terms or even mood-based queries. This new approach aims to deliver more personalised recommendations beyond the platform's current search parameters.

Testing has already begun on select iOS devices in Australia and New Zealand, with plans to expand to additional markets, including the United States. "It's early days for the feature and we're really in a learn and listen phase for this beta," Netflix spokesperson MoMo Zhou confirmed to The Verge.

While Netflix already employs AI and machine learning for its recommendation system based on watch history and liked content, this new search technology represents a significant advancement. The enhanced functionality adds a more precise layer to the existing search capabilities, potentially giving viewers substantially more options when deciding what to watch.

This initiative joins several other recent Netflix innovations designed to broaden subscriber engagement. The platform has ventured into live programming, featuring events like the Jake Paul versus Mike Tyson boxing match and NFL games during Christmas 2024. More live content is expected throughout the year.

The streaming giant reported strong financial performance in its Q4 2024 results, with revenue growing 16% year over year and operating income increasing by 52% compared to the previous year. By the end of 2024, Netflix had amassed 302 million subscribers worldwide.

How will this AI-powered search change the way we discover new content?