Netflix is testing a new way to promote its original shows – right on the login screen.
A company spokesperson confirmed the streaming service is currently experimenting with a different login screen experience which replaces the black background behind users’ names and profile thumbnails with full-screen photos promoting a Netflix Original series or special, like “BoJack Horseman,” “Orange is the New Black,” “Dark,” “My Next Guest…”, “13 Reasons Why,” and several others.
We first noticed the change on a TV connected to a Roku media player and on a Fire TV, but Netflix says the test is running “for TV,” which means those on other TV platforms may see the promoted shows as well.
The promoted shows aren’t necessarily those Netflix thinks you’d like – it’s just a rotating selection of popular originals.
Every time you return to the Netflix login screen, it will have refreshed the photo that’s displayed.
After cycling in and out of the Netflix app several times on our TV, we found the image selection to be fairly random – sometimes the promoted show would repeat a couple of times before a new show hopped in to take its place.