Picture Credit: Alamy
Netflix is running experiments constantly. It’s part of their DNA to test new things and A/B test variations to make their platform as well-engineered as possible, for the best engagement and to get you watching your new favorite titles as soon as possible. Usually, most of these tests are under the hood and not easily identifiable. Last week, and moving forward, Netflix Original icons in Netflix titles are going to disappear.
Updated Story (10/13/2025):
We’ve now confirmed this change is not a test but instead rolling out to all members globally and across all devices as part of its major UI overhaul, first unveiled back in May 2025.
A Netflix spokesperson said on the matter, “We’re updating the member experience across devices to make discovery of all content simpler and more consistent.”
Additionally, we’re told that the changes are intended to simplify the user experience and make all tiles more consistent. They referred to the fact that the old design had a lot of clutter, citing that this new way of displaying titles is simpler, but emphasised that branding is still shown when it helps members choose (e.g., in-focus canvases, detail pages).
The rollout will take some time to reach all devices, as the company must rework hundreds of thousands of artworks in various sizes for its library across all regions and languages.
Original Story (10/09/2025):
For years now, Netflix’s 16:9 titles across its web interface have featured a little red Netflix logo in the top left if a title is a Netflix Original and nothing if it’s a licensed piece of content. Of course, at the beginning of Netflix’s life, it had very few Netflix Originals, but as time has gone on, they’ve become increasingly present across the library and make up a bigger part of it.
Overnight, we’ve been alerted and tested across multiple devices and locations, and all branding indicates it’s a Netflix Original, differentiating it from a licensed title below. As you can see from the screenshot below, which shows my Netflix homepage for US offerings across multiple rows and categories, the Netflix N logo that usually sits in the top left of titles has been removed entirely. This used to be embedded within the picture itself rather than an overlay. That means the title School Spirits looks identical to Mindhunter.
These changes, as far as we’ve been able to test, only impact Netflix on the web, with the mobile app and connected TV app continuing to display the branding tag.
Which ones are Netflix Originals and which ones are licensed!? – Screenshot of the Netflix web interface on 10/09/2025
The change also impacts the individual title page, too, with a logo stating “N Series” (or Film/Special) replaced instead with a big Netflix logo:
Before and after for Netflix’s UI for a page
What’s the reason for the change? There are a bunch of pros and cons from where we sit.
It could be part of a broader effort to simplify and modernize the interface. The red logo was once a quick signal of exclusivity, but as Netflix’s library has evolved, the need to highlight whether a title is an Original or not has diminished.
After all, Netflix has released 4,755 Netflix Original titles in the US over the past decade or so, making up around 63% of its library at the time of publishing. Perhaps the sea of red Netflix logos means less now than it once did, back when licensed titles dominated the catalog.
You could argue that dropping the badge lets a show or movie’s artwork speak for itself, while others may say that the Netflix Original branding was confusing to begin with, since it covered such a wide range of titles, genres, and expectations.
The downside is that Netflix loses a powerful piece of visual shorthand. That red N instantly helped viewers recognize which titles were exclusive, and it reinforced brand identity amid the crowded streaming landscape. Without it, users might find it harder to tell what’s a permanent fixture versus a licensed title that could leave soon.
Ultimately, the trade-off is between visual simplicity and explicit brand signaling, and Netflix seems to be betting that it’s strong enough now that it doesn’t need the badge quite as much.
Hat tip to Frederic and the Netflixers Discord for first spotting!
Whether this becomes a permanent change remains unclear, but it’s certainly an interesting move. What do you think of the change? Let us know in the comments down below.
