Last week, Netflix began launching its first major overhaul of its television app in ten years, testing alterations aimed at helping viewers make quicker decisions about what to watch.

The streaming giant is aiming to boost viewer engagement on the app to enhance customer retention and attract subscribers to its new, more affordable plans that include advertising. According to Netflix executive Pat Flemming, users were engaging in what he termed “eye gymnastics” while navigating the Netflix home screen, moving their gaze between various sections in search of appealing content.

“We really wanted to make that simpler, more intuitive, everything easier to navigate,” explained Flemming, who serves as senior director of member product.

Key changes to the home page include larger title cards, reorganized information, and prominent details such as indicating if a show or movie “spent 8 weeks in the top 10”.

Initially, a subset of Netflix’s nearly 270 million global users will experience the new format starting Thursday, June the 6th. The company plans to gather feedback and may make further adjustments before a broader rollout.

Netflix has underscored engagement time as a critical metric, emphasizing it as the “best proxy for customer satisfaction”. In a strategic shift, the company will cease regular reporting of subscriber numbers next year to refocus investor attention.

Other modifications to the TV app include relocating the menu button from the left to the top of the screen and introducing a new “My Netflix” tab. This tab will display shows or movies that a user has started watching or saved to watch later. Despite the redesign, Netflix will continue offering personalized recommendations to each user and has confirmed that there will be no changes to its recommendation algorithm.