Netflix is introducing a new mystery box feature designed to help kids discover new shows. Basically, it sounds like a kids theme to the Netflix “Play Something” button, and it seems to be inspired by the very popular trend of unwrapping toys.
On ‘TVs Around the World’, Netflix adds a sparkling question mark icon in the favorites row of a child’s profile, according to a blog post about the function. “Hover over the sparkling mystery box to discover a title that is ‘new to you’! And voila, it’s showtime,” TJ Marston, Netflix director of product innovation for kids and families, said in the post.
Netflix has been steadily investing in the version of its service for kids with things like a new profile design, the Top 10 row for age-appropriate profiles, and even a test of a TikTok-like feed for kids. The company has also made some big bets on child-oriented content, including buying the rights to the catalog from Roald Dahl. Variety reports Netflix recently scrapped several animation projects in the works.
The new Mystery Box feature can help kids find something new among the huge number of kid-focused titles on Netflix, just as the ‘Play Something’ button should help adults discover new content.
In its latest earnings call, Netflix reported it was losing subscribers for the first time in more than a decade. Following the layoff of employees from its Tudum fan site in April, Netflix announced additional layoffs of 150 employees and dozens of contractors this week.