Netflix users have long relied on the Netflix Original badge to spot exclusive titles on the platform. That little red mark became an instant cue that a show or film was unique to Netflix. However, the company now seems to be phasing out the visual label altogether.
Over the past few days, multiple reports have noted the sudden disappearance of the badge across Netflix’s interface. What’s on Netflix was among the first to flag the change, observing that the “Netflix Original” logo had quietly vanished on various devices and in multiple regions. By Friday, the iPhone app had received a similar update, removing the emblem from title cards. We also confirmed that the icon is gone from the web and mobile versions in Europe. When searching for The Diplomat, for instance—one of Netflix’s marquee Originals—the familiar badge was nowhere to be found. Netflix has yet to comment publicly on the matter.
A new design direction?
According to What’s on Netflix, the removal could be part of a broader user interface refresh aimed at simplifying the on-screen experience. Cleaner title cards may align with the streaming giant’s efforts to create a sleeker, less cluttered layout. The change might still be in limited testing, rolling out quietly before an official announcement.
It’s worth noting that the “Netflix Original” label applies to a massive portion of the platform’s library. In the U.S. alone, more than 4,700 titles have launched under that banner in the past decade—roughly 63% of Netflix’s current catalog. As the badge becomes nearly ubiquitous, its removal could be a subtle way to modernize discovery and visual hierarchy.
Earlier this year, Netflix rolled out a major redesign of its TV app and even introduced AI-driven chatbot features in its mobile apps. The reception, however, has been mixed. Many users on Reddit criticized the TV redesign as “cluttered and confusing,” claiming that essential browsing features were buried under new layers of animations.
Netflix defends the update, arguing that its research shows users appreciate the larger tiles and informational previews. A spokesperson told The Hollywood Reporter: “With bigger boxes, we’re showing more information up front to help you make a better decision. Instead of seeing 20 or 30 titles at a time, now you’re getting deeper context at a glance.”
How the removal of the Original badge fits into Netflix’s long-term design strategy remains unclear. But one thing is certain—the streaming giant is once again rethinking how users find and engage with content in an increasingly crowded digital landscape.
