Currently only a select few have the new tab on the main menu of their account page located between the “Browse DVDs” and “Watch Instantly.” By clicking the tab, parents and children in the chosen test marketing households will be able to browse a number of videos and online shows that are categorized by popular kid cartoon characters.
The new UI was developed with kids in mind — optimizing the features so that kids of a reasonable age can scroll through their favorite characters rather than clicking through several categories.
Although a Netflix spokesperson has yet to comment on their changes, Gigaom reported two weeks ago of Netflix’s search for a “Senior User Experience Designer for Kids & Family” that would work to make their website kid-friendly.
Netflix’s move to reach directly out to kids could signal their commitment to increase their revenue and user-base. Also, since Netflix is available on a number of mobile and tablet devices, watching Spongebob and Hello Kitty on-the-go could be just what some desperate parents need to make it through that long drive.
Photo by flickr user Aaron Jacobs, used under Creative Commons license