NEW YORK (TheStreet) -- Do not adjust your set: Netflix (NFLX) is simply doing a makeover. The streaming movie provider is rolling out a redesign, more than a year in the making, in what it's calling the biggest innovation ever to its TV-viewing experience.
The interface renovation is a smart move to increase the billions of streaming hours already logged each month. Usage per subscriber already saw a boost in the third quarter to 42 streaming hours a month.
"We are excited to unveil the biggest update in Netflix history to our TV experience," said Chris Jaffe, vice president of product innovation, on the company blog. "We set out to deliver an update that would make it even easier to discover something great to watch and we think we succeeded."
Most notably, the Netflix home page menu now features an immersive banner along the top half of the screen, with a rotating image wheel, a series or movie plot overview and ratings from a user's social networks.
As before, each user's account will be personalized based on previously watched items, but the recommendation feature triggered after video has finished playing has been redesigned. Search now has a more intuitive design specifically tailored to TV screens, with new features including the ability to filter results by actor and director in addition to title and genre.
To streamline future rollouts, Netflix has ditched the bespoke design for individual set-top boxes, DVD players and game consoles streaming the content; instead, the company created its own platform to be adopted by each device so that updates are a be-all-end-all solution for more TV users.