When the world’s largest streaming service sunset its “Surprise Me” button in January, it was something of a surprise to observers. Content discovery has become a key problem that all streamers, including Netflix, are trying to solve, and removing a function that brought users to a new show instantly seemed a step in the wrong direction.

But Netflix is launching a new feature on mobile devices that should aid in easing content discovery. The world’s largest streamer has added what it’s calling the “My Netflix” hub for iPhone and Android users; the hub is available now for iOS users, and Android customers will see it introduced in August.

The service calls My Netflix a “one-stop shop,” where users can see the content they’ve been watching recently, view similar titles, find their downloaded shows if they have a plan that supports offline content, store titles from their “My List” feature, see trailers they’ve watched, set reminders and more. If browsing the Netflix library for a new show or movie gets dizzying, My Netflix is the feature you’ve been waiting for.

Users will be encouraged to interact further with Netflix in order to generate recommendations for new shows and movies. The more they give titles a thumbs-up or save a new show to their List, the better quality of recommendations they’ll get when they visit the My Netflix hub to see something new.

The feature sounds like exactly the type of thing Netflix could use on other platforms, including desktops, smart TVs, and streaming players. A Netflix spokesperson told The Verge that the expansion of the My Netflix feature to other platforms was “something we’re exploring, but no exact timeframe yet.”

Netflix now stands at nearly 239 million global subscribers, and despite its recent success it has no plans to raise subscription prices any time soon. Company executives say they expect to get a big infusion of cash from password-sharing restrictions that Netflix enacted in May.

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Netflix

Netflix is a leading subscription-based video streaming service that offers on-demand access to an extensive library of over 3,000 movies, 2,000+ TV shows, and a growing collection of acclaimed Netflix originals. Renowned for producing groundbreaking content, Netflix has become a cultural powerhouse with hit originals like “Stranger Things,” “Wednesday,” “Squid Game,” “The Crown,” “Tiger King,” “Bridgerton,” “The Witcher,” and “Black Mirror.”

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The platform constantly updates its catalog, introducing fresh content alongside timeless classics and international hits. Netflix’s commitment to storytelling has also earned critical acclaim, with award-winning exclusives such as “Roma,” “Marriage Story,” “The Power of the Dog,” “Mank,” and “Ma Rainey’s Black Bottom.” In 2023, their animated film “Guillermo del Toro’s Pinocchio” won an Academy Award for Best Animated Feature, further solidifying Netflix’s reputation for high-quality content.

Recently, Netflix has expanded beyond standard movies and TV titles with the addition of video podcasts, and is also exploring a digital store that would offer third-party streamers within the app.

Netflix offers three plans – stream on 2 devices in HD with the “Standard with Ads” ($8.99) plan, on 2 devices in HD with the “Standard” ($19.99) plan, and 4 devices in up to 4K on the “Premium” ($26.99) plan.

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