A subset of Netflix viewers now has access to a new AI-driven voice search feature, allowing them to explore Netflix’s catalog using their voice instead of relying on smart TV and streaming device assistants like Gemini. Users can press a button on their remote to request viewing recommendations. This feature is currently being tested with select U.S. members on certain devices like Chromecast with Google TV and TCL Google TV.
The voice search includes suggestions like “I need a good cry” or “help me stay awake,” leading to tailored recommendations. There’s also an “Ask” button that starts a voice search based on natural language prompts. The voice search is notable for its ability to provide interesting suggestions even for unique requests. While the feature doesn’t yet tap into Netflix’s personalization engine, it offers verbal suggestions with text-based responses.
Currently, the voice search is available on a limited range of devices, often with inconsistencies across similar device types. Some responses include further narrowing options, although this functionality isn’t flawless, occasionally serving unexpected recommendations. The voice search purposefully avoids potentially sensitive or inappropriate requests, steering clear of certain types of content, in contrast to more restrictive smart assistant responses.
Netflix aims to keep users within its app, only recommending its content, whereas smart TV platforms prefer universal searches across multiple services. This tension between platforms and publishers affects the user experience, as different apps manage voice routing differently. Both Netflix and YouTube leverage their market size to offer advanced voice functionalities, which could otherwise be limited to smaller publishers.