Dynamically changing thumbnails

To help avoid content blindness, Netflix will routinely change cover art and title fonts.

AI insights

Content Blindness is when people ignore repeated or similar content. Netflix changes thumbnails and fonts so users don't feel like they've seen it all before, which keeps attention high and reduces churn.
Endowment Effect means people value what feels like theirs. By making content feel fresh and personal with new art, Netflix may help users feel more invested in their lists, reducing the urge to leave.
Familiarity Bias is the preference for what feels familiar. Netflix keeps the layout the same but updates images, so users get both comfort and novelty, making the experience feel both safe and exciting.
Amazon Prime uses dynamic CTA labels like “Watch Again” or “Continue Watching.” Both Amazon and Netflix update visual cues to make actions and content feel current, which helps users know what’s new or relevant.
Disney+ keeps its UI similar to Netflix’s, but Netflix adds dynamic thumbnails. Both use familiar layouts for ease, but Netflix’s updates make old content feel new, which may boost engagement and retention.