Netflix (NFLX, Financial) announced a test of a new short video feature, signaling its concern over losing mobile users to apps like TikTok, YouTube Shorts, and Instagram Reels. This feature was introduced during Netflix's first-ever product and technology event, alongside plans to redesign its TV homepage and improve real-time recommendations.
The mobile-only vertical video feed allows users to easily browse clips of Netflix's original content. Users can watch full shows or movies, save them to "My List," or share with friends. These clips are curated from the "For You Today" section, tailored to each user to encourage full program viewing. The feature will roll out globally on iOS and Android devices in the coming weeks, appearing as a tab on the app's homepage.
This launch comes amid intense competition for viewer attention, as audiences increasingly prefer quick entertainment, shifting traditional viewing habits. Netflix's move aligns with other streaming services exploring similar features, such as Tubi's "Scenes" and Peacock's curated vertical video playlists.
Netflix has also updated its homepage, moving "Search" and "My List" shortcuts to the top for easier access and introducing "highlight" badges to help users discover new titles. The improved recommendation system now considers factors like recently watched trailers and actors being searched for, offering more personalized content suggestions.
