Netflix is testing a new AI-powered voice search feature that could finally put an end to endlessly scrolling through menus trying to find something to watch.
As shared by The Verge, the feature is currently rolling out to a small number of users in the US. It lets viewers press the Netflix button on their remote and then ask for recommendations using natural language prompts instead of standard genre searches. Rather than typing in “comedy” or “thriller,” users can say things like “I need a good cry” or “help me stay awake” and get tailored viewing suggestions in response.
According to the publication, the feature is surprisingly good at handling more specific or unusual requests. It surfaces recommendations that feel more thoughtful than the usual algorithm-driven rows most users are used to seeing.
What makes this more interesting, though, is where the feature lives. Instead of relying on Google Assistant, Gemini, Alexa or built-in smart TV search systems, Netflix is keeping the experience inside its own app. That means users can search directly through Netflix’s catalogue without bouncing through a TV platform’s broader voice assistant.
It’s a subtle move, but an important one. Streaming platforms and smart TV operating systems have increasingly been competing over who controls discovery, recommendations and search. This is especially apparent as AI becomes a bigger part of the TV experience. By building its own native voice assistant, Netflix keeps users inside its ecosystem rather than handing discovery over to Google TV, Roku or Fire TV.
The feature is still in beta and only available to select users for now. Early testing appears to support Google TV devices, including Chromecast with Google TV and some TCL televisions. However, it reportedly isn’t working on Roku or Amazon Fire TV hardware yet.
Netflix hasn’t said when the feature will expand more broadly, but the direction is pretty clear. Instead of spending 20 minutes scrolling through endless thumbnails before giving up and rewatching The Office, Netflix wants you to simply ask your TV what you’re in the mood for.
