Netflix is trying a new experiment to promote its original shows. It’s doing this on the login screen itself. A spokesperson for the company has confirmed that it’s testing a new login screen experience that replaces the black background shown behind users’ names and profile images with full-screen photos that promote original shows from Netflix. It is designed to get people’s attention quick.
The photos that are shown are meant to promote original series or specials by Netflix like Orange is the New Black, BoJack Horseman, 13 Reasons Why, and others. Netflix says that it’s running this experiment “for TV” so apparently it is limited to streaming devices for now. The photos that it shows to promote the shows aren’t personalized suggestions, just a revolving list of originals that are popular on Netflix.
Users will find a new photo promoting a different original every time they return to the login screen.
Netflix may decide to move forward with this if it helps drive up viewership for its originals. If it doesn’t then we can expect Netflix to stick with the black background going forward. I have a feeling it will end up helping them, so it may be with us for awhile.