Netflix CTO on Vertical Video & TikTok Competition

Netflix Explores Vertical Video and New Content Formats

During her appearance at the TechCrunch Disrupt 2025 conference on Tuesday, Netflix CTO Elizabeth Stone revealed the company's exploration of vertical video as a means of diversifying its content offerings.

Stone clarified that Netflix isn't aiming for direct competition with platforms like TikTok or other short-form video applications.

Expanding Mobile Engagement

However, she did acknowledge the potential for Netflix to further leverage the mobile platform to reach viewers.

Consumers often seek different types of content depending on the context; sometimes they desire full-length shows or movies, while at other times they prefer “more snackable” experiences.

To cater to these varying preferences, Netflix intends to provide “a broader variety of content” to its users.

Testing a Vertical Video Feed

Currently, Netflix is conducting tests with a vertical video feed on mobile devices.

This initiative aims to reimagine the mobile viewing experience and align with contemporary mobile usage patterns.

The feed, initially announced as a test earlier this year, presents users with scrollable clips from Netflix’s original programming.

The primary objective is to inspire viewers to engage with the full shows or movies from which the clips are derived.

Potential for Expanded Utilization

Stone’s statements suggest that Netflix envisions broader applications for this feed beyond simply showcasing existing content.

She highlighted the Moments feature, which allows users to clip and share their favorite scenes from Netflix titles.

Integrating these short clips into the vertical video feed is a possibility, though Stone did not confirm this directly.

Instead, she indicated that the company will experiment with “different types of content” and “different ways to clip and share content” within the feed.

Leveraging Social Connection Through Moments

The Moments feature fosters a social connection by enabling members to share clips with their networks.

This functionality represents a form of short-form entertainment within the Netflix ecosystem.

Stone emphasized that Netflix does not intend to replicate the strategies of TikTok or similar platforms.

The company believes in focusing on a unique type of entertainment—a “moment of truth”—that holds particular value for its subscribers.

Netflix aims to prioritize this focus rather than attempting to be “all things at every moment.”

Exploring Podcasts

Another area of experimentation for Netflix involves podcasts, facilitated by a recent distribution agreement with Spotify.

“We’ll use some of these new canvases we have, like vertical video, to start to experiment with new content types — and that includes something we announced more recently, which is podcasts,” Stone added.

Some podcast content will be co-exclusive to both Netflix and Spotify, accessible on both mobile and television devices.

Timeline for Rollout

Viewers can anticipate seeing these experiments unfold over the coming quarters and throughout 2026.

Netflix is committed to innovation and adapting to evolving consumer preferences in the entertainment landscape.