Netflix is rolling out a new feature called “Play Something”. As the name implies, click on it and Netflix plays something (a series or film) that’s similar to what you’ve watched in the past.
With another click, you can also “Play Something Else”, which brings you to a new series or film; a series or film you’re already watching; a series or film on your list; or an unfinished series or film you might want to return to.
You can apparently find Play Something in multiple locations: underneath your profile name, the tenth row on your Netflix homepage, and the navigation menu on the left side of the screen.
Play Something is notably similar to Netflix’s already existing Downloads For You, which (when enabled) automatically downloads recommended content to your phone based on your viewing history. Downloads For You was launched in February for Android devices.
As they mature, streaming services are trending heavily towards user personalisation. Just last month, Spotify launched a new family of personalised playlists called “Spotify Mixes” which are curated based on a user’s listening habits.