Netflix is adding a new wrinkle to its already expansive service. The streaming service has launched an expanded test of “Shuffle Play,” a feature for indecisive subscribers that starts streaming a random title based on their viewing history or playlists.
The concept behind the new tool is another way to encourage Netflix users to watch more content on the service. A company rep stated, “The purpose of the test is to make it easier for members to find something to watch. The hope is to absolutely productize something.”
The titles served up by Netflix when you hit “Shuffle Play” will be either shows or movies similar to ones you’ve watched; titles in genres you’ve viewed; or content you have saved in the “My List” section.
Available worldwide to some of Netflix’s user base, the “Shuffle Play” button shows up in one of three places (or all three): underneath the profile log-in screen; in the “billboard” area on a user’s profile; or on the TV menu sidebar.
“Shuffle Play” is one of the multiple content-discovery features that Netflix has rolled out to spur more viewing.
