Netflix has been testing variants of a new shuffle feature across selected CTV UIs. The experiment seems like a half-baked attempt at indulging in the retro gimmick of linear-style content discovery, something we would have thought to be below the flagship SVoD platform. However, the additional data inputs which shuffle could provide to the content recommendation engine suggest that Netflix is not retaining users’ interest as much as it would like. Despite onboarding an additional 10 million subs in Q2, the company is clearly worrying that the new class of binge watchers may not stick around as subscription fatigue takes hold. It is an odd quirk of the market that many OTT platforms are now trying to replicate the linear…