Netflix’s Shuffle feature is now available globally. The streaming service has been experimenting with ways to randomize its viewing experience in the past. At one point, in 2019, Netflix tested a random episode feature for certain television series.
The feature was expanded in August 2020, as it was announced the streamer would show users randomized content based on their past viewing habits. At the time, Netflix's Shuffle option was only available to a limited number of accounts and only accessible via television devices. But now, Netflix is ready to roll out its Shuffle feature globally.
According to Variety, Netflix’s Shuffle feature is now available on connected televisions globally. The feature, titled “Play Something,” selects television shows or movies based on what its algorithms think subscribers will enjoy, taking into account what they've watched in the past. For the moment, the Shuffle feature will be available only on TVs. Netflix notes that it plans to launch Play Something on its Android mobile app soon. There are no details on when Play Something will be available to iOS devices, nor are there plans to include the feature for web browsers.
The feature is designed to help subscribers choose what to watch with ease, without having to scroll through Netflix’s various menus. If the choice selected by the shuffle feature doesn’t line up to a subscriber’s preference (perhaps they were in the mood for a Netflix romantic comedy rather than a mystery thriller), then there will also be an option of clicking “Play Something Else.” The titles selected will range from something the subscriber has never seen before, to something they were already watching, or an option on their watchlist. Play Something will be visible in three areas: underneath a subscriber’s profile name, on Netflix’s homepage, and in the navigation menu.
The feature, and the consistent attempts to tinker with its formula, could be seen as an acknowledgment from Netflix that its vastly divergent catalog is viewed as a hindrance by some subscribers and potential new customers. While competitors like Disney+ have powerful franchises like Marvel and Star Wars, and while HBO Max currently has the benefit of debuting highly-anticipated films such as Mortal Kombat, Netflix has aimed to cultivate every genre that a user might want to watch by releasing waves of new originals each month. For many, this leads to an ever-growing backlog of new releases to sample. Hopefully, the Play Something option makes the selection process a little easier.
Source: Variety