Netflix introduces 'Two Thumbs Up' button, effort to improve user experience

Netflix has introduced a new Two Thumbs Up button that, according to the streaming service, will assist customers in curating their homepage with better recommendations to improve their viewing experience. The new tool will join the existing "Thumbs Up" and "Thumbs Down" options that already help Netflix determine each subscriber's preferences.

Netflix said the new function was one of the most sought-after parts of the experience when it was announced. It functions similarly to the "love reaction," indicating that the user appreciated the movie or show and would like to see more of the same.

The Verge spoke with Christine Doig-Cardet, Netflix's director of product innovation and customization experiences, who said that members have never had access to as many fantastic entertainment alternatives as they have now. It's critical to be able to locate the shows and movies that one will enjoy. They want to keep Netflix as the most convenient place to find things to watch.

Doig-Cardet went on to say that with additional features that we're implementing this year, they expect to end decision fatigue. It's a big part of where they want to put their money, offering those mechanisms to allow users more control over their experience so they can customise it to their own preferences.

Netflix used to have a rating system that allowed users to rate on a scale of one to five stars, but that was phased out in 2017 in favour of the Thumbs Up and Thumbs Down system.

On Netflix's web, TV, Android, and iOS interfaces, the new "Two Thumbs Up" button will be displayed next to the Thumbs Up and Thumbs Down buttons.

Netflix has a commanding lead in the streaming wars, with roughly 150 million users worldwide. Deep-pocketed giants like Disney, Apple, and AT&T, as well as an ongoing wave of limited, focused streaming services like CBS All Access and DC Universe, which can draw on popular current brands for original material, are all vying for attention. Netflix is investing billions of dollars each year in its own original content, since fewer studios are willing to license their films and shows to other streaming sites.