‘Business as Usual’: Netflix Unfazed by Potential 100% Trump Tariffs

Netflix is moving ahead with major platform updates and AI-powered features despite uncertainty over proposed US tariffs that could affect international productions.

Former US President Donald Trump has suggested a 100% tariff on foreign-made content if re-elected—potentially impacting Netflix shows and films produced outside the US, including those filmed in South Africa. However, Netflix says it has received no formal notice and will continue operations as usual.

“Honestly, you know as much as we do right now about the news, and it’s business as usual for us,” said Netflix chief product officer Eunice Kim during a virtual media briefing on Tuesday.

Netflix’s big upgrades: AI search and a fresh look

Alongside addressing tariff concerns, Netflix introduced several upgrades to its platform aimed at improving user experience. These include a complete redesign of the TV app homepage and the integration of generative AI tools.

The new AI-powered search function—initially launching on iOS—will allow users to find content using conversational language, such as “I want something funny and upbeat,” making it easier to explore the platform intuitively.

New TV interface and better recommendations

The redesigned TV app will feature a more dynamic homepage, restructured search functions, and a simplified layout to better highlight new and popular titles. “We wanted to create an experience that was more flexible and intuitive,” Kim said.

Search and “My List” options are now being moved to the top of the homepage for faster access, while recommendations will become more tailored to user habits.

Vertical video feed coming soon

In another bold shift, Netflix is testing a new vertical video feed on mobile devices, inspired by social media scrolling formats. Users will be able to browse, save, and share short clips from shows and movies in an infinite-scroll layout—dubbed by some as ‘doom scrolling.’

The feature is expected to roll out globally in the coming weeks, as Netflix expands its efforts to make discovering content more engaging.

Innovating for the future

Netflix Chief Technology Officer Elizabeth Stone said the platform’s new look and AI features reflect the company’s long-term vision.

“We’re giving ourselves the ability to evolve more easily going forward. That’s how we’ll keep connecting our members with more shows, movies, and games they love,” she said.

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Sourced:The Citizen

Picture: Resolve Communications