Netflix has launched a new feature of “mystery box” intended to help kids find new shows to watch on their streaming service.
Like the “play something” button that Netflix added to its service last year to help adults quickly find new content instead of wasting time endlessly scrolling, the new kid-focused feature diverts little ones to new content Netflix algorithms think they’ll enjoy .
“What’s in the mystery box?” TJ Marston, director of product innovation for Netflix kids and families, wrote in a publication announcing the new feature. “One day, it could be Ada Twist and her friends Iggy and Rosie. Another day, it might be those scary dinosaurs from Jurassic World Camp Cretaceous. Or maybe it’s some feline friends of Gabby’s Dollhouse«.
Marston added that as a father and uncle, he knows that “every child and family is unique, which is why at Netflix we are dedicated to creating an engaging and personalized experience to connect children with the stories that shape their world. We hope kids will love the surprise and delight of revealing the next recommended show or movie for them.”
To set your child up with the new mystery box feature, please do the following:
- Sign in to a children’s profile.
- Look for the “Favorites Row” at the top of the home page. This queue is character-driven to more easily and vividly connect you to the characters, shows, and movies you love as soon as you turn on Netflix.
– Hover over the glowing “mystery box” to discover a new title. And voila, it’s showtime!
The new feature comes as Netflix faces increased competition from Disney+, Apple TV+, Amazon Prime Video and others. Last month, the streaming service said it lost subscribers for the first time in its history, 200,000 subscribers globally in the first quarter, and expects to lose as many as two million in the current three-month period.