Netflix launches new mystery box feature to help kids discover new content

Netflix announced Thursday that it is launching a new “Mystery Box” feature designed to help kids discover new movies and TV shows. The new feature, similar to a shuffle button based on user preference, rolled out globally on the company’s connected TV platform on Thursday. Netflix points out that because kids typically like to re-watch their favorite content, it’s hard to get them to try new things, which is why it’s introducing this new feature.

Children and their guardians can access the new feature by finding “Favorites Row” at the top of the Netflix homepage after logging into their Netflix Kids account. There, users need to hover over the shiny “mystery box” to discover a new title. As soon as you hover over the box with the question mark, a preview of the TV show or movie will automatically start playing.

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“Kids are attracted to the things they love — the toys, the food, the songs they love — and it’s hard for them to try new things,” TJ Marston, Netflix’s director of product innovation, kids and families, said in a blog post. “We hope kids will enjoy the surprise and joy of revealing the next show or movie recommended for them.”

While there are already ways to discover new content on Netflix, this new feature aims to give kids new advice in a more fun and interactive way. The company says the new feature will give kids a tailored experience, helping them find their next favorite TV series or movie, or even reconnecting them with familiar characters.

The company has been rolling out some new features for kids over the past year. Last July, Netflix launched a bi-weekly email review for kids to give parents a better understanding of their children’s viewing preferences. These emails enable parents to get coloring sheets and activities based on their children’s favorite characters. Among other things, they include recommendations based on kids’ favorite shows and movies. At the same time, Netflix launched a “Kids Top 10” ranking, which introduced the most popular children’s content in the user’s country.

Netflix also gave its Kids Archive a visual makeover last year to make it easier to navigate. Before the update, the Kids Profile was laid out similarly to the Adult Profile, with several rows showing trending shows and other suggestions. After the revamp, the top row now shows what kids watch most often. It makes sense for Netflix to change the user interface, especially since young kids often browse Netflix visually.

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