Streaming giant Netflix is testing out a shuffle play feature on certain devices, which randomly chooses content for you based on viewing habits. The original streaming service, which managed to not only kill off video store franchises like Blockbuster, but also compete with the major movie studios with big budget blockbusters, is now one of the most valuable companies in the world. Not only that, but streaming has become so ubiquitous over the past decade that a number of traditional network and tech companies have been forced into creating their own streaming services in an effort to compete.

This has led to a marketplace now full of competing streaming services, including Hulu, Apple TV+, HBO Max, Disney+, Peacock and Amazon Prime Video. Netflix, though, remains the standout, not only because it established the streaming model, but also because of its willingness to take risks with big budget content as well as business innovations. Some of those, like a variable playback speed feature, haven't been received as well as others, but that hasn't stopped Netflix from forging ahead with new ideas.

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The latest from Netflix, according to TechCrunch, is a shuffle button, that will show subscribers randomized content based on their viewing habits. The new feature is currently being tested with certain accounts, and only on the app for TV devices. The feature will randomly select a show or movie to play, using the much talked about Netflix algorithm to determine what you might want to watch. Users have tweeted about the button, which you can see below.

As the feature is still in the testing phase, and there has been no official word from Netflix on rollout plans, it's unclear when or even if, all users will have access to the function. The streaming giant is well known for testing new features on certain users, even including a section called "Test Participation" in the account tab on the site, allowing users to opt-in to testing new features.

Reaction to the shuffle play feature has been mixed with some, like the Twitter user above, wondering why anyone would let Netflix choose shows for them. However, others have said the innovative tool could be widely used by those who have watched all their favorite shows multiple times, and don't care which episode they watch. With the shuffle play function, a fan of The Office, for example, could be served an episode at random or even a similar show which they might not have watched before.

The shuffle feature is now a commonly accepted part of music streaming services, so there is clearly precedent here. But there is the worry that Netflix might only recommend its own content, leading to other studios' content getting less and less views on the platform. Of course, this feature may not get past the testing phase, but it will be interesting to see how it changes viewing habits if it does become a standard feature.

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Source: Tech Crunch, Turner Levison/Twitter