With more than 270 million subscribers and a catalogue that now spans films, series, live events, and even games, Netflix faces a new enemy: the time we waste deciding what to watch. Its freshly announced “innovative new TV experience” aims to fix that with a cleaner design, smarter recommendations, and – for the first time – a dose of generative AI search. In an increasingly crowded streaming market, a slick interface could prove as important as the shows themselves.

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