Netflix just launched a completely redesigned TV experience for kids' profiles worldwide, bringing the same AI-powered recommendations that transformed adult profiles to its youngest users. The update introduces real-time content suggestions and a personalized 'My Netflix' hub, marking the streaming giant's latest push to reduce search time and boost engagement across all demographics.
Netflix is betting big on AI-powered personalization for its smallest subscribers. The streaming giant confirmed to TechCrunch that it's rolling out a completely redesigned TV experience for kids' profiles globally, bringing the same algorithmic sophistication that reshaped adult viewing habits earlier this year.
The timing isn't coincidental. Netflix's kids' profile overhaul comes just five months after the company introduced a similar redesign for standard profiles in May, which delivered AI-powered search tools and smarter recommendations. That adult-focused update helped Netflix reduce average search time by 23%, according to internal metrics, and now the company wants to replicate that success with younger audiences.
The new kids' interface centers around what Netflix calls real-time recommendations - content suggestions that refresh instantly based on viewing behavior, just like the adult version. But here's where it gets interesting: kids actually rewatch content at much higher rates than adults, with some shows getting replayed up to 15 times by the same user. Netflix's solution? A dedicated 'My Netflix' hub that consolidates everything a child has watched, saved, or marked as a favorite in one easily accessible section.
"We're seeing kids spend an average of 8 minutes browsing before selecting something to watch," a Netflix product manager told TechCrunch during a background briefing. "With real-time recommendations, we're targeting to cut that down to under 3 minutes."
The redesign comes as Netflix faces intensifying competition in the kids' streaming space. Disney+ has been aggressively pushing its Marvel and Star Wars content to younger demographics, while YouTube Kids continues to dominate short-form content consumption among children. Netflix's response appears focused on retention rather than acquisition - making it easier for kids to find content they'll actually finish watching.
Netflix isn't abandoning what already works, though. The beloved Character Themed Rows remain untouched, along with the Mystery Box suggestions feature that gamifies content discovery for kids. Parental controls also stay exactly as they were, addressing concerns from family advocacy groups who've criticized streaming platforms for prioritizing engagement over safety features.
