Netflix has officially launched the New & Popular tab for TVs, which it’s been testing for some time now, and it comes with a new section that is meant to keep users anticipating upcoming shows and movies.
The new row marked “Worth the Wait” will show users what’s coming to the platform in the next 15 to 365 days. It can also allow subscribers to set a reminder for any show or movie that catches their eye way ahead before they are released.
The streaming service already has a Coming Soon section within New & Popular and as its own tab on mobile, although it only shoiws titles arriving on the platform within the next one or two weeks.
According to Variety, the new feature was designed to motivate subscribers to keep paying for a membership even if they don’t watch as much or even if nothing interesting is playing at the moment. Some users may find it easier to keep their memberships instead of cancelling and signing up again later.
Variety was also looking at the section been designed to prevent users from dropping their subscription even if Netflix does a price hike. The last time Netflix raised its rates was early last year, adding $1 on top of its most basic plan in the US and $2 on top of its $11 standard package.
The Netflix “Worth the Wait” new section is only available for TV devices, for now, but the report says the company is planning to test it on the web at a later time this year.