Netflix 'Play Something' Feature Now Available on Android

Netflix Launches “Play Something” for Android Users

Netflix has officially introduced a new feature for its Android platform designed to simplify content discovery. This feature, known as “Play Something,” functions as a shuffle mode, initiating playback of a film or series that Netflix anticipates will align with the user’s preferences.

How “Play Something” Works

The selections made by this feature can encompass titles currently being watched but not yet finished, content already present on the user’s watchlist, or entirely new movies and shows suggested by Netflix’s personalized recommendation algorithms.

Development of this capability was undertaken over a considerable period. Prior to its public availability, Netflix evaluated it under the name “Shuffle Play.”

Initial rollout plans were partially fulfilled as previously communicated.

Previous Rollout and Expansion

The feature, ultimately branded as “Play Something,” was first made available to users on Netflix’s TV application in April. It was strategically placed in multiple locations within the app interface.

These locations included the profile selection screen, the navigation menu, and a dedicated row on the Netflix homepage, positioned to assist users experiencing browsing fatigue. Accessibility was also enhanced for users utilizing screen-readers with Text-to-Speech (TTS) functionality.

Following this, Netflix initiated testing on mobile devices, beginning with Android, in late May.

Consequently, some Android users may have already experienced the feature prior to this official launch, although global availability was not yet complete.

Global Availability and Future Plans

Now, Netflix is extending “Play Something” to all Android mobile devices worldwide, starting today. The company also intends to begin testing the feature on iOS devices in the coming months.

On mobile, a “Play Something” button appears as users scroll through content and is also accessible via a dedicated tab within the app.

Positive User Feedback and Strategic Importance

Netflix has reported positive initial user response to the feature, citing favorable mentions on social media platforms.

However, the introduction of “Play Something” extends beyond simply providing a more convenient viewing experience. It serves as a crucial strategy for user retention.

The goal is to keep users engaged within the Netflix app, preventing them from switching to competing entertainment platforms, including other streaming services or short-form video applications like TikTok.

Addressing the Rise of Short-Form Video

The increasing popularity of short-form video is a significant concern for Netflix. The company recently introduced “Fast Laughs,” a TikTok-like feature within its mobile app, designed to showcase comedy clips and encourage users to explore its content.

Data presented by TikTok indicates that 35% of its users are reducing their television viewing due to their engagement with the platform.

Additional Features and Enhancements

“Play Something” complements other recent additions to the Netflix platform, such as “Downloads for You,” a smart downloads feature, support for partial play downloads, and the implementation of the Top 10 list.