Netflix continually seeks improved methods for quickly connecting viewers with content, aiming to eliminate the time spent scrolling through numerous options. The company recently announced that a trial focused on addressing this issue, known as Shuffle Play, has demonstrated sufficient success to warrant a global release to all subscribers.

During the Q4 2020 earnings report, Netflix briefly mentioned this product development. The company referenced testing a new functionality that “allows members to instantly begin watching a selected title tailored to their preferences, rather than browsing.” It was also indicated that this feature would become available to all users worldwide during the first six months of 2021.

Netflix confirmed to TechCrunch that the test in question is indeed Shuffle Play, a feature initially reported on in August 2020. However, the company stated that the final name for the feature is still under consideration and being evaluated.

Shuffle Play introduces a prominent button on the Netflix home screen, positioned below the user profile icon. Selecting this button initiates the random playback of content that Netflix’s personalization algorithms predict the user will enjoy. This selection may include a currently viewed movie, a title saved to the user’s watchlist, or a program similar to previously watched content, among other possibilities.

An alternative presentation of this feature has also been observed within the TV app’s sidebar navigation. More recently, this sidebar option has been rebranded as “Shuffle Play,” replacing its previous label of “Play Something.”

Furthermore, as users navigate down the Netflix home screen on TV devices, they will encounter a screen explaining the purpose of this option and highlighting the new button with a red arrow.

“Having trouble deciding what to watch?” the page asks, before detailing how Shuffle Play functions.

In its communication to shareholders, Netflix reported a favorable user response to Shuffle Play. This is noteworthy considering the initial reactions to the feature on social media were somewhat varied. However, the company bases its decisions on actual product usage by Netflix members, rather than limited social media commentary.

Netflix also clarified that the feature is currently being tested exclusively on TV devices, and not on other platforms such as web or mobile. The company did not disclose the number of users or the percentage who have participated in the test to date.

Shuffle Play represents the latest in a series of tests conducted by Netflix to streamline the process of finding something to watch immediately.

In 2019, Netflix experimented with a shuffle mode that allowed users to begin playing a random episode of a popular show with a single click. While this approach proved effective for users seeking a random episode of a preferred series, such as “The Office” or “Friends,” Netflix no longer offers those programs.

The company has also featured shows on the login screen and as screensavers, and previously autoplayed previews until responding to user requests for a disable option last year.

The overarching objective is to create a Netflix experience more akin to traditional television, where content begins playing immediately upon powering on the device.

Netflix anticipates a global rollout of Shuffle Play during the first half of 2021, though specific dates have not been announced.