James R | On 28, Aug 2019

Netflix is testing a new section showcasing its latest and upcoming releases.

Called “Latest”, the feature is being trialled on its TV app for a select group of users. The ones who can see the pilot section are able to browse a specifically highlighted list of newly added titles, as well as movies and TV shows coming in the next week.

Those upcoming titles are accompanied by a trailer, and if a user’s interest is piqued, they can request to be reminded when the title eventually becomes available to stream.

Netflix considers the feature as being akin to the trailers at a cinema, but with the titles shown updated multiple times a day and personalised for each user. That latter approach, using Netflix’s repository of data, is also being tinkered with in a separate test that is experimenting with human-curated lists of recommendations. Whether the Latest section is rolled out wider than TV apps and devices is not yet clear, although a specific coming soon section can be found on Android and iOS apps.

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