Netflix already offers its app on a multitude of connected TVs, and it will soon tell consumers which ones deliver a “superior Internet TV experience," at least when they are viewed through the Netflix lens.
The streaming giant on Monday announced the “Netflix Recommended TV” program, billing it as an independent TV evaluation program to help consumers identify which TVs do the best job delivering OTT video.
Starting this spring, Sony, LG Electronics, Sharp Electronics, Vizio and “manufacturers of Roku TVs” (a group that now includes Hisense, TCL, Insignia/Best Buy and Haier) are expected to be the first to carry Netflix’s new seal of approval. Netflix said qualified sets will carry a Netflix Recommended TV logo, noting that more details on performance criteria will be announced this spring, though the app launch speed and how quickly the TVs resume video playback will play a part.
Netflix said the program, which could cause consumers to gravitate to certain TV brands, is initially focused on the U.S. market, but noted that global TV makers will incorporate these features in sets sold worldwide.
“We’ve created the Netflix Recommended TV program to help consumers identify smart TVs that offer better performance, easier menu navigation and new features that improve the experience for Internet TV services,” Neil Hunt, chief product officer at Netflix, said in a statement. “When you see a TV with the Netflix Recommended TV logo, it means that TV will provide an excellent Netflix experience, based on criteria our members tell us matter most.”