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How to Use Netflix’s Experimental Features


Netflix may not release new features as frequently as Google Maps, but the company does so on a regular basis (remember Netflix games?). If you like to check out new features before they’re released to the general public, you’ll probably enjoy Netflix’s experimental features. Netflix’s “Test Participation” programme can help with that. Here’s how to use Netflix’s beta features.

What You Should Know About Netflix’s Experimental Features

Before launching an new feature like the Play Something button on Netflix, the company rolls out the experiment to limited beta testers. Aside from that, Netflix extensively relies on experimentation to determine button positions, UI, UX, movie art, and other aspects of the service. Let’s enable at how to use the Test Participation feature to get these fascinating experiments ahead of the competition.

What Is Netflix Test Participation?

You can opt in to be a part of the beta testing group by using Netflix’s Test Participation option. The majority of apps, including WhatsApp, Instagram, Twitter, and others, allow users to check up for beta testing as a means to make and fine-tune updates. In the case of Netflix, unless the company has rolled out the upgrade internationally, the average user will not notice any UI/UX changes or new features.

By signing up for Test Participation, you authorise Netflix to send you all of these updates prior to the global launch. It allows Netflix to check whether the adjustments benefit the users. Smaller modifications, such as the location of the movie/series title, are being tested to see whether it enhances the click-through rate; more on that later.

If a feature proves to be helpful to the company, it is usually included in a general update. Otherwise, the feature will be discarded and will never be seen again. That means that if you choose to participate in the Test, you will be among the first to experience a new feature. Otherwise, you may see what Netflix’s experimentation failed to produce.

It’s also worth noting that the test features are rolled to people at random. As a result, you may not notice all of the new features right away. First, let’s look at how to enable the Test participation feature. We’ll go over some examples and how Netflix employs the test efficiently later.

How to Enable Netflix Test Participation

You must choose to get tests and previews in order to experience Netflix’s newest features. When you create a new account, the option is usually pre-enabled. However, there’s a chance you’ll be opted out by yourself or someone else using your account. So, here’s how you can enable on Netflix’s Test Participation feature.

  • Open a browser and go to the Netflix website.
  • Select Account by hovering over your profile photo.


  • Now, go all the way down to the Settings section and select “Test Participation.”


  • To complete the steps, toggle the button on the right side and select Done.


You become eligible for future test sessions by turning it on. Security, anti-fraud, and enforcement tests are not affected by this setting. You’ll still be able to notice prospective changes ahead of a regular viewer and contribute to Netflix’s improvement.

Why Do Netflix Experiments and How Do They Work?

Netflix is built on the experience of giving consumers the most power and choice over their entertainment. For example, the Netflix user interface has changed dramatically over the previous decade. It had a static UI with limited navigation options in 2010, which was inspired by DVD rental store shelves. However, the experimentation has aided Netflix in developing a video-forward user interface, which has resulted in a greater click-through rate and a growing number of daily users. The same can be said for a slew of additional updates, such as button placement, movie artwork, call-to-action text, streaming quality, data plans, and anything else relevant to Netflix’s streaming platform.

Making decisions is easy – making the right decisions is difficult, according to the Netflix technology blog. Netflix depends on data rather than allowing its executives to make all of the decisions, employing an expert team, holding an internal team debate, or emulating the competitors. It employs A/B testing to check which strategy is superior. Consider the following scenario:

Assume someone told Netflix that an upside-down title box art produces greater results; Netflix will put this theory to the test. A Simple Random Sample of the team’s members is taken and divided into two groups. The first group sees the standard user interface, while the second group sees the reversed box art. Netflix then collects and analyses behavioural data from multiple tests before making a final judgement. If users respond well to the new design, it will be kept. Otherwise, Netflix is aware of what didn’t work and is working to improve the platform.

The experimentation lets all members to vote with their actions, making everyone’s Netflix experience more enjoyable. Before presenting it to us, Netflix executes all of these tests with the employed team. Participants in the Test programme receive a carefully screened experiment, which frequently leads to platform improvements, such as the Skip Intro and Next Episode buttons.

Netflix’s Most Popular Test Features

So far, we’ve learnt how Netflix experiments with new ideas and puts them to the test before implementing them. It reduces the likelihood of failure greatly. Now, let’s look at some examples that Netflix has evaluated frequently, as well as a handful that have survived the tests and shown to be useful.

  • Netflix modifies the size of tiles on the homepage on a regular basis to see which one viewers prefer.
  • Changing the text on the homepage’s call-to-action button to determine which one generates the most conversions.
  • Netflix recently conducted a test for users who want to share their Netflix account information with their friends. You will be able to shares your Netflix accounts with others if the bill passes. Something the company has tried unsuccessfully to prohibit for years.
  • Netflix is now testing a Tik-Tok-style short video feed on cellphones called Fast Laughs. If it proves to be a success, the company may release it for other devices as well.
  • The Skip Intro and Next Episode buttons were part of a test that became a permanent feature. For anyone who enjoys binge-watching their favourite series, this is one of the most intriguing features.

The test’s limited participants were given access to exclusive features such as the Shuffle-play button and the Next Episode button. You are still an part of minor A/B tests if you haven’t signed up for the Test participation programme. A call-to-action text is an example. The text on the button changes depending on who visits the Netflix homepage, as demonstrated in the image below. The same is true for movie artwork, which is designed with the type of thumbnails that people are most likely to open in mind.

Questions Frequently Asked

Netflix conducts how many experiments?

At any given time, Netflix can run hundreds of experiments. The majority of them are completed by the members of the employed staff. Some of them, such as title card size, title positioning, movie artwork, and others, are still put to the test on users all around the world.

What is Netflix’s approach to A/B testing?

According to the Netflix blog, the team develops a hypothesis and conducts an experiment to test it. Then they distribute the original and slightly upgraded versions of the platform to the users. Whichever outcome shows to be better is chosen and used to create a new hypothesis. Netflix is constantly improving the platform through a never-ending process.

What does a Netflix test entail?

Any new feature that Netflix is testing with regular users is referred to as a Netflix test. The Play Something button, for example, was a test that Netflix turned into a feature. Netflix is also testing whether people are prepared to pay a fee to share their Netflix account with others.

Participate in tests to gain access to Netflix beta features.

So that’s how you can enable ‘Test Participation’ on Netflix and use your account to test out Netflix experimental features. Testing out changes in beta is routine, and if you enjoy being a part of the Netflix test group, why not start using beta features right now? Meanwhile, if you’re interested in Bollywood films, check out Netflix’s extensive collection of action films.

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