Video streaming service Netflix is now making recommendations to its subscribers, but it's not about which television program, movie or content series to watch. It's actually slapping its approval on TV sets, smart televisions to be specific, that it believes are worthy of a consumers' investment.
The "Netflix Recommended TV" program already has an impressive list of brands, including the LG 4K UHD (with webOS 2.0), Sony Android, HiSense-built Roku, Insignia and TCL.
The program, announced this past January, is all about making Netflix access and service as easier to use as possible.
"The goal of the program is to give people insight into which models meet those needs and deliver a superior smart TV experience," write Brady Gunderson, a director of product development and David Holland, a director of business development, in a blog post Tuesday.
The Netflix Recommended TV logo illustrates that the TV will offer easy access to Internet TV services, faster performance and new features, say the Netflix directors, mentioning the Instant On function by Roku TVs as an example and Sony's Android Full HDTVs.
"These TVs wake up quickly, remembering where you left off, similar to how smartphones and tablets behave today," they note, adding that both the Sony and Roku can turn on and launch Netflix with one quick button press.
Special optimization means a faster streaming launch on the LG 4K UHD TVs.
"All of these devices offer improved user interfaces, allowing you to move seamlessly between live TV and Internet TV services," explain Gunderson and Holland.
Netflix expects more models and TV makers to boast the Netflix Recommended TV sticker in the next few months and will be updating its list to note new TVs that meet its service criteria.
Initial feedback from consumers and Netflix users is mixed, with one noting that while it's a nice gesture by Netflix, the video streaming service's endorsement isn't really a reason to buy a TV.
"Mostly, quality, brand support, price, size, remote control design/layout etc. are what I'd focus on prior to the software features," writes Garth Clark in response to the Netflix blog post. "I've seen Netflix on many brands of smart TV's newer and older and the app works differently on just about all of them. Some brands don't enable closed captions, some have all together different screen menu displays and so forth."
Paolo Del Mundo, who says the Netflix app is working on his current smart TV, it's not the greatest viewing experience.
"If all things were equal, I would definitely buy a Netflix approved TV over a non-approved one," Del Mundo writes.
One Netflix user is actually already using one of the recommended TVs, the LG 4K, and says it needs some improvements such as an auto-update for apps and it should not log out users when an update takes place. That happens about half the time, he adds.
"I don't want to launch Netflix and be taken to a page with an update button a couple of times a month. Just update. Entering a username and password using a remote control is a pain," writes Damien Guard.
