Netflix is testing a new search feature powered by OpenAI, as reported by Bloomberg.

The tool lets users search for shows using specific terms, including moods. This goes beyond traditional search options like genres or actor names.

The feature is currently available for iOS users in Australia and New Zealand on an opt-in basis.

Netflix spokesperson MoMo Zhou confirmed to The Verge that the test will expand to the US in the coming weeks and months.

For now, there are no plans to roll it out beyond iOS. “It’s early days for the feature, and we’re really in a learn and listen phase for this beta,” Zhou said.

OpenAI has not yet commented.

🔗 Source: The Verge

🧠 Food for thought

1️⃣ Netflix’s AI investment represents a two-decade journey of increasing sophistication

The new OpenAI search feature represents the latest evolution in Netflix’s long-standing AI strategy that dates back over 20 years.

Netflix’s recommendation engine has consistently been a cornerstone of their user experience, driving approximately 75% of all content viewed on the platform 1.

This focus on AI-powered discovery has been backed by substantial investment, with the company dedicating around 300 employees and $150 million annually to refining these algorithms 2.

The company’s recommendation systems have delivered remarkable ROI, with estimates suggesting they save Netflix over $1 billion each year by reducing subscriber churn 2.

What makes this OpenAI search test particularly significant is that it shifts from Netflix’s traditional passive recommendation approach to a more interactive, query-based discovery model that could fundamentally change how users engage with content.

2️⃣ Search enhancements address a critical gap in Netflix’s content discovery ecosystem

Despite Netflix’s sophisticated recommendation algorithms, data shows that only about 20% of content consumption comes from active user searches, with the vast majority (80%) driven by recommendations 3.

Recent Netflix developments