Netflix Launches AI Search Engine to Enhance Content Discovery

KYIV, Ukraine — Netflix is developing an AI-powered search engine to enhance how users discover content, CEO Greg Peters announced during a earnings call on April 18, 2025. This initiative aims to tackle the issue of content visibility, a critical aspect in a platform with a vast library.

Peters explained that Netflix’s most popular titles, which dominate user discussions, draw merely 1% of overall user traffic. He emphasized, “There is more opportunity to improve the search and recommendation experience, and thus provide more value to participants, and thus find the largest audience for our titles.” The focus is on generating interactive search capabilities fueled by advanced AI technologies.

In a move signaling its commitment to innovation, Netflix is currently testing an OpenAI-based search functionality with select customers in Australia and New Zealand. Responding to feedback, the company is also redesigning its home page within the TV app, aiming to create a more engaging user interface.

“This [home page redesign] is something we haven’t made major structural changes to in over a decade,” Peters remarked. “We believe it will greatly improve the Netflix search experience. We are refining and improving this experience based on feedback from members who have used it.” The anticipated rollout of these changes is planned for later this year.

These updates come as Netflix reported a 12.5% increase in first-quarter revenue, amounting to $10.54 billion compared to the same period last year. The company’s strategic focus on improving search and content recommendation comes at a time when competition in the streaming landscape is fiercer than ever.

Additionally, fans of the hit series “The Sandman” can expect new content soon. The series is set to return for its second and final season on July 3, consisting of six episodes in Volume 1, followed by five episodes in Volume 2, debuting on July 24. Showrunner Allan Heinberg highlights the challenges of creating a follow-up, stating, “This season is about Dream having to accept responsibility for his arrogance and ignorance.”

The upcoming storyline will explore new realms and time periods, showcasing characters from the comics that fans have long anticipated. Casting for the new season retains many original actors, ensuring continuity in the series’ storytelling.

Heinberg concluded, “Knowing where we were going, story-wise, allowed us to prep and plan to use our time and budget to the fullest.” With these enhancements, both the search engine and the series aim to impress viewers and maintain engagement within Netflix’s expansive entertainment offerings.