Netflix users now have the ability to rate content on its service with a new two-thumbs-up feature. It’s the first major shift in user ratings since 2017, when a more binary thumbs up/thumbs down replaced the previous five-star rating.
According to Protocol, who was among the first to report on this change in Netflix’s interface, the option of an additional thumb won out over the possibility of subscribers gaining the ability to “heart” content to let Netflix know, in the service’s own words, “You’re a true fan.” The company says this has been a highly requested feature.
“Members have never had as many great entertainment options as they have right now,” Christine Doig-Cardet, director of product innovation and personalization experiences at Netflix, told The Verge. “Being able to find the shows and movies that you’re going to love is really important. We want to continue to make Netflix the place where it’s easiest to choose something to watch.”
Work on the feature began a year and a half ago, based on feedback Netflix was receiving in surveys and research interviews. The intention is not to make user ratings more complex, but instead be a “quick interaction” for users to let Netflix know when consumed content wasn’t just a passing fancy to fill time but instead something you really, really love–which in turn can, in theory, help make your landing page more filled with relevant recommendations.
On the other hand–no pun intended–it’s doubtful that users will agree that the addition of another rating tier merits the service’s recent price hikes announced in January.
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