Netflix is preparing to introduce a new feature that could change how users discover content on the platform. The company will roll out a vertical video feed, similar to what people are used to on apps like TikTok and Instagram. This feed will show short clips from films, series, and video podcasts. Users will be able to scroll through these clips and quickly decide what they want to watch. With one tap, they can start the full title, save it for later, or share it with others.
This new feature reflects a broader shift in how people consume content online. Instead of searching for a title or browsing through menus, many users now prefer to scroll and discover content in a more passive way. Platforms like YouTube have already adopted this approach with short-form videos. By bringing this format into its own app, Netflix is trying to keep users engaged for longer periods. The idea is to reduce the time it takes to choose something to watch and make the experience more intuitive.
Netflix has been testing this vertical feed since last year and is now ready to launch it more widely. The company believes that short clips can directly lead users to watch full-length content. This approach also opens the door to new formats, such as video podcasts, which are becoming more popular. By including them in the feed, Netflix is expanding beyond its usual mix of films and series.
Artificial intelligence is another key part of this strategy. Netflix already uses AI to recommend content, but it now wants to improve these systems further. Last year, the company introduced a search tool powered by AI, allowing users to find content using more natural language. It helps Netflix understand what viewers like and suggest content that matches their preferences more accurately.
“We have been in personalization and recommendation for two decades, but we still see tremendous room to make it better by leveraging newer technologies,” Gregory Peters said. He explained that new AI systems help improve recommendations and make updates more efficient. This means the platform can better adjust suggestions depending on what users are watching, whether it is a series, a documentary, or a short clip. The goal is to make it easier for users to find content they like, without spending too much time searching.
Competition in the entertainment industry is evolving. Netflix is no longer only competing with other streaming services, but also with social media platforms that capture a large share of people’s screen time. Short-form video has become one of the most popular ways to consume content, especially on mobile devices. By adopting this format, Netflix is trying to stay relevant in a crowded digital landscape.
There are also potential benefits for travellers, which fit with changing viewing habits. Many people watch content on their phones while commuting, flying, or waiting in airports. A short video feed can help them quickly find something to watch during a limited amount of time. It may also highlight travel documentaries or series that users would not have found otherwise. This makes the platform more flexible for people who are often on the move.
Netflix’s strategy is supported by strong financial results. The company reported revenue of $12.25 billion (€10.6 billion) in the first quarter of 2026, an increase of more than 16% compared to the previous year. Profit rose sharply to $5.28 billion (€4.7 billion), showing that its business model remains strong. At the same time, co-founder Reed Hastings is expected to step down from the board, marking a new phase for the company. With more than 300 million subscribers worldwide, Netflix continues to look for new ways to grow.
The introduction of a vertical feed raises new questions about the future of streaming. It could lead to new types of content, including shorter videos created specifically for mobile viewing. It may also change how films and series are promoted, with clips becoming a key part of discovery. Other streaming platforms could follow this approach if it proves successful. For now, Netflix is aiming to combine long-form entertainment with the fast-paced style of short-form video.
