"When you finish watching an episode of a TV show, we'll minimize the credits and tee-up the next episode," Netflix wrote on its official blog. "If you do nothing, the next episode will start to play in 15 seconds. You can also stop it to get more information or select another episode."
The benefit is clearly that it will jump to the next episode faster, rather than forcing viewers to stick it out through the full end-credits, or manually fast-forward or click to run the next episode. The feature is also designed to make it easier for movie watchers. "When you finish watching a movie, we'll minimize the credits and offer you three recommendations to try next," Netflix wrote. "If those don't suit you, you can always go directly to search from post-play or go back to browsing to find something else."