This is so interesting, I had no idea Netflix had so many variations. The amount of influence a design, or a changed experience has on a user always astounds me.
It’s clear they have done some fabulous things with AB testing and increased engagement. However, I have to say I feel that whilst they change the experience in small ways to increase engagement, I think there is a still a great deal of work to be done around the search and browse experience. Their collection is so vast, and it’s incredibly difficult to filter through what to watch that often I find nothing taking my fancy.
Taking different user groups and performing an open and then closed card sort to determine how to best organise content before AB testing it would be a great way to start!