Actually, Netflix is more likely to come up with new features. The streaming service’s platform is considered one of the most user-friendly and technically well-developed on the market. Now, however, the provider has secretly discontinued a practical function without replacement.
Unnoticed, Netflix has removed a feature from its streaming platform that was only introduced in 2021. We are talking about the so-called Shuffle Play, Netflix itself calls the function “Surprise me”. The step comes as a bit of a surprise, especially since Netflix has only now – semi-officially – communicated it.
No more shuffle play on Netflix
Like the US magazine The Wall Street Journal reports, streaming giant Netflix removed the shuffle play feature back in January. The feature was introduced in 2021 after a long test phase, probably also in the wake of the pandemic and the exploding streaming numbers. Actually, the random playback also fit the Netflix philosophy quite well. The provider is known, among other things, for releasing a large amount of its own content. In 2022 alone, Netflix released over 180 self-produced series and even almost 350 of its own films.
However, this also makes the platform a bit confusing at times, especially if you move away from the large highlight block on the start page. For many, random playback on Netflix was a tried and tested means of not having to dig through the jungle of new content themselves. After one video ended, the next one played randomly. In some cases, you could also discover somewhat less well-known series and films that the provider did not prominently place elsewhere. The suggestions were based on the specified viewing habits and Netflix’s own algorithm.
Why is Netflix getting rid of random play?
After Netflix removed the function rather secretly, there is now a corresponding note in the streaming service’s help center. However, you have to specifically look for the “Surprise me” function search. Only then will you find the reference to the setting of the feature.
A spokeswoman for the company has now stated that the service has not been used sufficiently by subscribers. Instead, it would have been observed that Netflix users would be more selective in their search for new content than using shuffle play. “We will continue to look for other ways to give members more options and opportunities to explore and discover content they want to see,” the statement continued.
As to what that means exactly, one can currently only speculate. Only recently, however, did Netflix significantly expand its gaming offering and introduce an advertising-based subscription. This generally indicates a somewhat different orientation of the previous business model.