![]() Netflix continually experiments with different ways to showcase its original programming, some of which eventually roll out to the wider user base – like the screensavers that launched last year, or the newer Stories-inspired mobile previews which arrived this spring. That said, this is still a much less intrusive way to advertise Netflix shows, compared with putting promos at the beginning of a show, like HBO does. For example, I now have to explain to a school-ager why they can’t watch that funny-looking cartoon, “BoJack Horseman.” Meanwhile, when I was logging in to watch more grown-up fare, I saw an ad for the new “Trolls” kids’ show. The ads themselves (so far) have not been inappropriate, but it doesn’t seem like a good fit for multi-person households and families. While it makes sense to better utilize this space, I’m not sold on having ads for adult-oriented shows appearing on the same login screen that’s used by a child. Netflix will likely decide whether or not to move forward with the change to the login screen based on how well this new promotional effort works to actually increases viewership of its originals. ![]() After cycling in and out of the Netflix app several times on our TV, we found the image selection to be fairly random – sometimes the promoted show would repeat a couple of times before a new show hopped in to take its place. The promoted shows aren’t necessarily those Netflix thinks you’d like – it’s just a rotating selection of popular originals.Įvery time you return to the Netflix login screen, it will have refreshed the photo that’s displayed. (Our Roku TV, however, had the same black background on the login screen, we should note.) We first noticed the change on a TV connected to a Roku media player and on a Fire TV, but Netflix says the test is running “for TV,” which means those on other TV platforms may see the promoted shows as well. A company spokesperson confirmed the streaming service is currently experimenting with a different login screen experience which replaces the black background behind users’ names and profile thumbnails with full-screen photos promoting a Netflix Original series or special, like “BoJack Horseman,” “Orange is the New Black,” “Dark,” “My Next Guest…”, “13 Reasons Why,” and several others. Netflix is testing a new way to promote its original shows – right on the login screen.
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