Mumbai: Netflix has unveiled a series of product innovations across mobile, content discovery and gaming as part of its APAC Product Innovation Showcase, reinforcing its vision of creating a more personalised, interactive and immersive entertainment experience for members across the region.
During the showcase, Netflix leaders outlined updates designed to make the platform more intuitive and engaging, including a refreshed mobile experience, expanded curated collections, and new gaming experiences under Netflix Playground.
A major highlight of the announcement was the rollout of Netflix’s redesigned mobile experience, which will launch in Korea and Japan in July following availability across Australia, New Zealand, the Philippines, India, and Malaysia, with broader APAC expansion planned.
The updated mobile interface introduces ‘Clips’, a new vertical video feed designed for quick discovery moments throughout the day. The feature allows members to watch short content previews, add titles to ‘My List,’ share moments with friends, or directly start watching or playing content. The experience remains personalised based on viewing habits and engagement patterns.
The move reflects Netflix’s broader product direction of leveraging technology to deepen entertainment discovery and user engagement.
Commenting on the company’s product approach, Elizabeth Stone, Chief Product & Technology Officer, Netflix, said, “Innovation has to play a very important role at a company bringing beloved entertainment to nearly a billion people around the world. By continuing to meet member preferences, enabling new entertainment formats, and giving creators tools that expand how they bring their stories to life, we become a must-have destination for engaging locally and globally relevant entertainment engaging locally and globally relevant entertainment.”
Looking ahead, Netflix also revealed plans to test themed ‘Clip’ collections, enabling members to explore curated content based on moods, genres and interests, including reality TV highlights, behind-the-scenes moments and podcast content.
Alongside mobile innovation, Netflix expanded its games strategy through Netflix Playground, a dedicated space for children’s gaming experiences within Netflix Games.
Starting June 20, KPop Demon Hunters will join Playground with a new collection of six minigames designed to extend storytelling into interactive experiences for younger audiences.
Speaking about the gaming strategy, Lisa Burgess, General Manager, Games Studio at Netflix, said, “For a long time, that really meant through series and films. But entertainment has evolved, and today more than 3 billion people around the world play games. Games are one of the primary ways people relax, connect and experience stories. Our vision is to make the Netflix membership more valuable by allowing members not only to watch great stories, but also to play in them.”
Netflix noted that Playground is included in all memberships and remains free from advertising and in-game transactions. The company plans to continue expanding the offering with additional titles based on popular children’s content and new interactive formats.
To further enhance content discovery, Netflix is also strengthening its use of curated collections and themed browsing hubs that personalise recommendations around global and regional moments.
One recent initiative includes “Watch Your Favorite Books,” a dedicated global hub designed to help members discover adaptations of popular literary works.
Discussing Netflix’s merchandising strategy, Eugenie Yeo, Senior Director, Product Merchandising for Asia Pacific at Netflix, said, “Underneath all of that, we start from the same place — thinking carefully about how to represent each story authentically. Same great title, introduced to you in a way that’s meant for you specifically. Because a recommendation is only as good as your ability to recognize it’s for you. Our job is to blend smart recommendations with real human understanding of what matters to members, so that finding something to watch feels easy, and even fun.”
Through these updates across mobile, games and content discovery, Netflix continues to evolve its entertainment ecosystem with a focus on making the viewing and discovery experience more personalised, playful and locally relevant for audiences across Asia Pacific.
