Netflix Currently Testing New ‘Watch Now’ and ‘Play Something Else’ Features
Netflix is constantly experimenting with new features and this time they’re testing two new features at the same time — “Watch Now” and “Play Something Else,” Variety reports. With the “Watch Now” feature, users get to forgo browsing new titles and start streaming right away. When viewers select the “Watch Now” button, Netflix starts streaming, either the next episode of a show they’re already watching, something from their list or a title that has been selected by the platform’s algorithms. The feature also explains why a certain title was chosen.
The “Watch Now” button can be found on the profile selection page that pops up whenever users launch the Netflix app on a smart TV or streaming device. Those who don’t have profiles or have already started browsing shows/movies, can find the button in the app’s sidebar.
In addition, Netflix is also testing out the “Play Something Else” feature, which gives users a chance to try a few of their recommendations without having to browse the app. During this testing process, however, the button is only being displayed to users who started their viewing session with “Watch Now.”
The “Watch Now” and “Play Something Else” test are currently being held for one or two months with a small percentage of Netflix’s audience worldwide, Variety reports. The tests are limited to TVs and TV-connected devices, including Roku and Fire TV streaming devices.
In October, Netflix got major blowback from creators when it decided to start experimenting with variable playback speeds in its Android app. The feature would allow users watch their show at the speed of their liking. Netflix had been testing speeds ranging from 0.5x —if you want to watch a scene in slow motion — all the way to 1.5x, which can come in handy if a documentary or stand-up special is moving a bit too slow.