Netflix launched a global test of “Shuffle Play” to give subscribers the option to allow the platform to select a random title based on their viewing history or playlists. “The purpose of the test is to make it easier for members to find something to watch,” a Netflix spokesperson said. "The company plans to use the findings from the test to eventually roll out a “shuffle” feature permanently on Netflix: “The hope is to absolutely productize something."
The service’s newest shuffle test was first reported by TechCrunch, which spotted several user posts on social media about the feature. The company tells the tech news outlet that its intention with the feature is to help its members quickly and easily find content that’s tailored to their taste.
The new “Shuffle Play” button is the latest in a long series of tests where Netflix has tried to make a shuffle concept work. The streamer has found it to be a challenge to find a form of fulfilling all of the consumers’ needs. Last year, for example, Netflix tried out a shuffle mode that let you click on a popular show to start playing a random episode. This may have worked well when users wanted to play a random episode of their default pick, like the “The Office” or “Friends,” but Netflix has already lostone of the hit shows,and will soon lose another.
The solution derived from a variety of features and tests, such as screensavers on its TV apps, pre-roll videos, and even promotional content showcased on the home screen. The company’s goal is for the platform’s experience to feel like that of traditional TV.