Netflix Entices Kids to Watch More TV With New Mystery Box

Netflix has unveiled a new plan to keep kids glued to their screens. The streamer's new "Mystery Box" feature, which launched Thursday on all Netflix kids profiles, will play a recommended TV show or movie that children haven't seen before in hopes of broadening their horizons, all while keeping them on the platform.

Mystery Box selections are be based on kids' past viewing behavior, so the algorithm will recommend a show or movie similar to things they've watched previously, like a new season of Cocomelon or a brand new animated movie. As with all things Netflix, the goal of the Mystery Box is to increase viewing time for kids.

“Kids are drawn to what they love — their favorite toys, foods, songs — and it’s hard to get them to try something new. So today, we’re launching a new mystery box feature on TVs around the world to provide a fun and safe space for kids to discover their next favorite series and films or reconnect with a familiar face,” TJ Marston, Netflix’s director of product innovation for kids and family, wrote in a blog post.

To access the Mystery Box, users must be logged into a kids profile. From there, go to the "Favorites" row and hover over the "sparkly 'mystery box'" to play a new title.

Deena ElGenaidi's writing has been featured in Nylon, MTV News, Insider, The AV Club, and more. You can follow her on Twitter @deenaelg.