Netflix Inc. NFLX has begun testing a synthetic intelligence–powered search engine that allows subscribers to search out films and TV exhibits based mostly on their feelings, preferences, or particular conditions.
What Occurred: The characteristic, powered by OpenAI know-how, is at the moment obtainable to pick out customers in Australia and New Zealand utilizing iOS gadgets. Netflix says the check will broaden to further markets, together with the U.S., within the coming weeks, reported Bloomberg.
The streaming large has lengthy used machine studying and AI to energy its suggestion algorithm, however this new instrument marks a big enlargement in user-facing AI options.
See Additionally: Netflix To Launch First MMO Video Recreation: Is It The Streaming Firm’s Greatest Gaming Guess But?
In contrast to the present search instrument, which depends on primary inputs like actor names or genres, the
Subscribers should decide in to check the brand new instrument, a departure from Netflix’s regular observe of quietly rolling out new options, the report famous.
Why It Issues: Netflix’s viewership jumped by nearly 8% within the first quarter of 2025, reflecting stable positive factors in each subscriber depend and income.
Though the inventory trades at a premium, analysts consider the present consensus forecasts are modest, justifying a $1,000 value goal based mostly on a 33x a number of of projected 2026 earnings.
Final yr, Netflix co-CEO Ted Sarandos stated that AI is unlikely to take over the inventive roles of writers, actors, and administrators inside the leisure business.
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“I do not consider that an AI program goes to jot down a greater screenplay than a fantastic author, or goes to interchange a fantastic efficiency, or that we cannot have the ability to inform the distinction,” he acknowledged.
The streaming firm has beforehand drawn criticism after posting a machine studying product supervisor place with a hanging annual wage vary of $300,000 to $900,000.
Worth Motion: Thus far this yr, Netflix shares are up 3.56%, whereas they’ve surged 47.44% over the previous 12 months, in keeping with Benzinga Professional information.
Benzinga Edge’s Inventory Rankings award Netflix a powerful development rating of 69.69%. Wish to see the way it compares to different shares? Click on right here for the total breakdown.
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