A new vertical feed for mobile devices from Netflix brings short videos to the platform

Netflix has begun testing a new short-form video feature designed to keep mobile users engaged as competition intensifies with platforms like TikTok, Instagram Reels, and YouTube Shorts. The announcement came during Netflix’s first-ever product and technology showcase, where the company also unveiled other upcoming enhancements, including an AI-powered search feature, a redesigned TV homepage, and improved real-time content recommendations.

The short-form experience, which is mobile-only, introduces a vertically scrolling feed of curated video clips from Netflix’s original programming. Users can swipe through these clips and choose to watch the full episode or film, add it to their “My List,” or share it with others. The clips are selected from the “Today’s Top Picks for You” section, ensuring a personalized experience tailored to each viewer’s preferences rather than offering a random selection from the entire Netflix library.

This experimental feature is scheduled to roll out globally over the next few weeks on both Android and iOS platforms. It will appear as a new tab on the mobile app’s homepage.

As audiences gravitate toward quick, easily consumable content, streaming platforms are adapting their strategies to hold viewer attention. Netflix’s move echoes similar initiatives from competitors-Tubi launched its “Scenes” feature in 2023, and Peacock introduced short-form vertical playlists featuring scenes from TV shows, movies, sports, and news.

Netflix has explored short-form content before with its 2021 “Fast Laughs” feature, which focused on comedic clips. The current test, however, aims to reach a wider user base with more diverse and personalized content.

Along with the short-form stream, Netflix is redesigning the design of its homepage. For improved accessibility, the shortcuts for “Search” and “My List” have been moved to the top of the screen. The update also introduces new “callout” badges that help highlight trending titles, including award-winning content like recent Emmy winners.

The platform’s recommendation engine is also getting smarter. It now takes into account real-time behaviors such as recently viewed trailers or actor searches to better tailor suggestions. For instance, if a user gives a thumbs-up to the show “Wednesday,” similar content will surface more prominently on their homepage.