How to Try Out Experimental Netflix Features

Apr. 9, 2022

Netflix might not roll out features quite as frequently as something like Google Maps, but the company does push plenty of newfeatures in Netflixevery now and then (rememberNetflix games?). Well, if you’re someone who loves to experience new features before they are available globally, chances are you’d love to try out Netflix experimental features. That’s where Netflix’s “Test Participation” program comes in. So, here’s how to try outNetflixbeta features.

Everything You Should Know About Experimental Netflix Features

Before launching a new feature like thePlay Something button on Netflix, the company rolls out the experiment to limited beta testers. Apart from that, Netflix heavily uses experimentation to decide on button placements, UI, UX, movie art, and more. Let’s see how you can enable the Test Participation feature to get these exciting experiments before everyone else.

You can use the Test Participation option on Netflix to give your consent to be part of the beta testing lot. The majority ofapps like WhatsApp, Instagram, Twitter, and more allow users to enroll for beta testing as a means to check and make the final tweaks in the update. In the case of Netflix, an average user does not see the UI/UX changes or any new feature unless the company has rolled out the update globally.

However, by enrolling for Test Participation, you ask Netflix to send you all these updates before the global rollout. It helps Netflix check whether the users benefit from the changes. Primarily, there are smaller tweaks like the positioning of the movie/series title to see if it increases the click-through rate; more on that later.

If a feature proves beneficial for the company, they tend to release it in the general update. Otherwise, the feature is discarded and never sees the light of the day again. That means, by opting for Test participation, you can be among the limited people to enjoy a new feature early on. Else, you can see what didn’t work for Netflix in their experimentation.

It is also worth mentioning that the test features are randomly rolled out to people. Therefore, you won’t be seeing all the new functions necessarily. Let’s see how to enable the Test participation feature first. Later, we will discuss some examples and how Netflix uses the test effectively.

To experience the latest features in Netflix, you have to opt to receive tests and previews. Usually, the option comes pre-enabled when you create a new account. However, there is a slight chance you might be opted out either by yourself or by someone using your account. So, here’s how to enable the Test Participation feature on Netflix.

By turning itOn, you become eligible for future test experiences. However, the setting does not apply to security, anti-fraud, or enforcement tests. You will still see potential changes before a regular viewer and help Netflix improve.

According to theNetflix technology blog, Making decisions is easy — what’s hard is making the right decisions. Therefore, instead of letting the leaders make all the decisions, hiring an expert team, having an internal team debate, or copying the competition, Netflix relies on data. It uses A/B testing to check which approach is better. Here is an example:

Suppose someone told the Netflix team that an upside-down title box art provides better results; Netflix will test it. The team takes out aSimple Random Samplefrom its members and divides them into two groups. The first group sees the general UI, whereas the second group sees the upside-down box art. Then, Netflix collects behavioral data from repeated tests and analyzes it to make a final decision. If the users are interacting with the new design positively, it stays. Otherwise, Netflix knows what didn’t work to better the platform.

The experimentation allows all the members to vote through their behavior, making the Netflix experience more joyful for everyone. Netflix runs all these tests with the employed team before bringing it to us. Those who have participated in the Test program receive a thoroughly filtered experiment which often leads to a better evolution of the platform—for instance, the Skip Intro and Next Episode button.

So far, we have learned how Netflix experiments with new ideas and tests them before making them a feature. It significantly drops the chances of failure. Now, let’s see some examples that Netflix tested repeatedly and a few that made it through the experiments and proved a valuable feature.

The exclusive features like the Shuffle-play button or Next Episode button were introduced to the limited participants of the test. However, if you haven’t opted for the Test participation program, you are still a part of minor A/B tests. An example is a call-to-action text. Everyone who opens the Netflix homepage can see a different text on the button, as shown in the picture below. The same goes with movie arts which are created keeping in mind which type of thumbnails people often open.

Netflix can run hundreds of experiments at a given time. The majority of them are done with the employed team of members. Still, some of them, like title card size, title positioning, movie artwork, and more, are tested repeatedly on users around the globe.

As per Netflix’s blog, the team devises a hypothesis and creates an experiment around it. Then, they run the original version of the platform and slightly updated one among the users. Whichever proves to be a better outcome is picked and used in creating the new hypothesis. It is a never-ending process that Netflix always employs to improve the platform better.

Netflix test is any new feature that the company is experimenting with normal users. For instance, the Play Something button was a test that Netflix made into a feature. Similarly, Netflix is currently testing if people are willing to pay extra money to share their Netflix account with friends.

So that’s how you can enable ‘Test Participation’ on Netflix and get to try out Netflix experimental features on your account. Testing out changes in beta is a common practice and if you like being a member of the test group for Netflix, why not get started with beta features right now. Meanwhile, check out Netflix’s huge catalog ofaction movies, orBollywood moviesif you’re interested in that.

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