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Netflix has officially announced to introduce a “shuffle play” to customers worldwide this year.
Through the new feature, the subscribers can turn over the decision of what to watch next to Netflix’s algorithms. The streaming app announced plans to roll out the feature in the first half of 2021.
Currently, the test versions of shuffle play show up on Netflix’s connected-TV apps. On the initial profile login screen (“Who’s watching Netflix?”), there’s a button below each profile that says either “Play Something” or “Shuffle Play.”
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There’s also an option labeled “Play Something”/”Shuffle Play” (which asks, “Not sure what to watch?”) in the sidebar menu. When you launch shuffle play, the screen also pops up another button that says “Play Something Else” if the title isn’t something you’re interested in.
Titles served up by Netflix when you hit the “Play Something”/”Shuffle Play” button will be either shows or movies similar to ones the user watched previously; titles in genres the user viewed, or content that has been saved in the “My List” section.
The “shuffle play” feature is one of several ways Netflix has been adding new entry points to get viewers hooked on new TV shows and movies with the goal of getting you to watch even more content, which increases the likelihood that you’ll keep paying for it.
