Netflix has discontinued its “Surprise Me” button, a feature that instantly played a movie or TV series to prevent users from mindless browsing. As the Wall Street Journal reports, the button was removed due to low use by customers.
“We will continue to explore other ways to give members more options and ways to explore and discover content they want to watch,” a Netflix spokesperson said in a statement to the Wall Street Journal.
The “Surprise Me” feature was introduced as the “Play Something” tile in April 2021, when many were under lockdown due to the COVID-19 pandemic. The feature was intended to eliminate the burden of choosing from thousands of titles on the streamer by selecting something based on prior viewing habits and Netflix’s algorithm. If the viewer was not interested in that title, they could request another suggestion.
However, after less than two years, the shuffle button was quietly removed from Netflix. On the company’s help center page, it reads: “The Suprise Me feature was discontinued in January 2023.”