Netflix is taking binge-watching to the next level. According to Bloomberg, the streaming giant has begun developing a new OpenAI-powered search engine, which has the potential to alter how consumers find new material.
The beta functionality is presently being rolled out on iOS to select people in Australia and New Zealand, with plans to expand to the United States in the following weeks and months. While it is not yet publicly available — and just for iOS users — Netflix claims that this is simply the beginning of what may be a significant shift in how consumers engage with the site.
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So What’s New with the Search?
Traditionally, Netflix searches were restricted to titles, performers, or categories. However, using OpenAI’s language model, Netflix’s new search will enable users to:
- Search by mood or vibe. For example, “funny and uplifting shows with a female lead”
- Use more conversational, descriptive instructions (for example, “a dark drama with a strong father-son storyline set in the 1980s”)
- Go beyond merely inputting keywords—it’s about expressing what you’d like to see.
Essentially, it’s like telling a buddy what type of program you’re in the mood for — and that friend has watched everything on Netflix and has impeccable judgement.
iOS Only (For Now)
If you’re using Android, a TV, or a desktop app, you’ll have to wait. During this first testing period, the AI search is only available on iOS, and no plans for other platforms have been mentioned.
What’s Next?
Netflix has not said when or whether the functionality will be available internationally. However, given the growing need for personalized, intuitive search experiences, it’s not difficult to see this becoming a standard feature – especially if feedback during the test is favorable.
Final Thoughts
Streaming providers are competing to keep viewers interested, and better search might be a game changer. Netflix is banking that using OpenAI technology will make it easier (and more enjoyable) to locate what you’re looking for, resulting in people viewing for longer.
Are we getting closer to the perfect “What should I watch tonight?” answer? It certainly feels like it.
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