Netflix is testing a new AI-powered search feature that is designed to improve content discovery, even offering recommendations based on the viewer’s mood, according to reports from Bloomberg and The Verge.
The new OpenAI-powered search capability will allow subscribers to use natural language queries beyond the usual searches, which are limited to genre, actor, and title. With the new feature, Netflix subscribers will be able to search for films and shows based on more specific criteria, including their mood.
So far, testing of the new feature has been limited to iOS device users in Australia and New Zealand. The test will soon be expanded to several other markets, including the U.S., a Netflix spokesperson told Bloomberg.
The Verge reported that spokesperson told them that the test will expand to the United States “in the coming weeks and months.” However, there are currently no plans to expand the feature to other device platforms.
During Netflix’s Q1 2025 earnings call, CEO Greg Peters discussed the importance of improving content discovery on the streaming platform.
“There is more room to improve the discovery and recommendation experience, and therefore provide more value for members, and therefore find the biggest audiences for our titles,” Peters said.
Once the new feature is available to the public, users will need to opt-in, as it will not be automatically enabled. This move is likely designed to reassure Netflix subscribers that may be a bit leery of the new search feature as it is powered by Artificial Intelligence.
“It’s early days for the feature and we’re really in a learn and listen phase for this beta,” spokesperson Zhou said.
During the fist quarter of 2025, Netflix reported a 12.5% increase in revenue, earning $10.54 billion vs. the expected $10.52 billion.
