Netflix Is Making It Easier to Find What to Watch—and Selling Popcorn

Netflix announced changes to how you find shows and movies on the platform. The company's Chief Product Officer Eunice Kim and Chief Technology Officer Elizabeth Stone revealed plans to redesign the service's TV experience, add AI-powered search, and sell Netflix-branded popcorn—a sign that the company is looking for new ways to keep you engaged beyond just streaming.

Making Search Smarter with AI

The most significant change is new search technology powered by artificial intelligence. Netflix is testing an AI search feature on iPhones that works like having a conversation. Instead of typing keywords and scrolling through results, you can describe what you want to watch in natural language. The company confirmed it is exploring ways to bring this to the broader member experience.

Think of it this way: the old method was like looking through a card catalog at a library. The new method is like asking a librarian to find something based on your description.

Netflix has used artificial intelligence for recommendations for years—that "because you watched X, you might like Y" system. This is different. It's the first time the company is letting customers interact with AI directly when searching for content.

A New Way to Browse

Netflix is also testing something else: a scrolling feed of short clips from shows and movies, similar to TikTok. Instead of looking at static pictures and descriptions, you'll flip through preview clips and choose what looks interesting.

This is a significant shift. Netflix's interface has looked largely the same since it started streaming—grids of show titles and poster images. These two changes—the AI search and the short-form video feed—are the biggest redesigns in years.

Selling Snacks (And Other Stuff)

Netflix announced a partnership with Popcorn Indiana to sell Netflix-branded popcorn called Netflix Now Popping. You'll find it in grocery stores.

On the surface, this might seem odd. Netflix is a streaming service, not a snack company. But the company already licenses its hit shows—Stranger Things action figures, Witcher merchandise. This popcorn is different. Instead of tying it to a specific show, Netflix is putting its own brand on it. The bet is simple: if you like Netflix, maybe you'll buy Netflix popcorn.

What's Coming Soon

Netflix's summer lineup includes Eddie Murphy returning in Beverly Hills Cop: Axel F, the romantic comedy A Family Affair with Nicole Kidman and Zac Efron, and the final season of Vikings: Valhalla. The company is also continuing to release mobile games, including Too Hot to Handle 3 and Cozy Grove: Camp Spirit, as part of an effort to keep you on the platform in more ways than just watching.

Why This Matters

The bigger picture here is that Netflix faces a straightforward problem: there's so much content available that finding something to watch can actually be hard. The streaming market has also become crowded, with Disney+, HBO Max, and others catching up on the quality of shows. Netflix is trying to stay ahead by making the experience better and creating more reasons for you to engage with the brand beyond just streaming.

This pattern of an established company adding new technology features and branching into other areas is something we have seen before. When video game companies like Sony and Microsoft realized that gaming alone wouldn't be enough, they added streaming services, social features, and other add-ons. Netflix appears to be taking a similar approach, using AI to improve search and adding snacks and games to create more touchpoints.

The real test will be whether these changes actually work. Will people use the AI search? Will anyone buy the popcorn? The answers will likely shape whether Netflix can keep growing in a world where streaming is becoming just one of many options for entertainment.