Netflix Launches Short-Form Video Feed - Mobile Only

Netflix Explores Short-Form Video to Compete for Viewer Attention

On Wednesday, Netflix announced the initiation of testing for a new short-form video feature. This move indicates a concern, even within a streaming leader boasting over 300 million subscribers, regarding the potential loss of mobile viewing time to platforms like TikTok, YouTube Shorts, and Instagram Reels.

New Features Unveiled at Tech Event

The company showcased this feature during its inaugural product and technology event. Several other upcoming service enhancements were also revealed during the presentation.

These include an AI-powered search tool and a redesigned television homepage, alongside improvements to the real-time recommendation engine.

Mobile-Only Vertical Feed

Netflix’s new feature presents a mobile-exclusive vertical feed. This allows users to effortlessly browse through clips sourced from its original programming.

Within this feed, viewers can directly initiate playback of the full show or movie with a simple tap. Options to save content to their “My List” or share with contacts are also provided.

Personalized Clip Selection

Notably, the clips presented are drawn from the “Today’s Top Picks for You” section. They are not selected randomly from Netflix’s complete content library.

This curated approach ensures a personalized experience, aiming to encourage viewers to engage with the complete shows and films.

Global Rollout

The experimental feature will be deployed globally over the coming weeks. It will be accessible on both iOS and Android devices as a dedicated tab on the in-app homepage.

Adapting to a Changing Landscape

This introduction arrives during a critical period of heightened competition for viewer engagement. The increasing preference for concise entertainment is reshaping traditional viewing patterns.

Consequently, even established companies like Netflix are adapting their strategies to both retain existing subscribers and attract new ones. This development also occurs following a second extension of the TikTok ban deadline by President Trump.

Following Industry Trends

This test aligns with a broader trend among streaming services exploring similar functionalities. Tubi introduced its “Scenes” feature for short-form video content last year.

More recently, Peacock launched curated vertical video playlists, encompassing clips from TV series, films, sports, and news programming.

Building on Past Experiments

Netflix has previously experimented with short-form video. In 2021, the platform launched “Fast Laughs,” a TikTok-inspired feature focused on comedic clips.

However, this new test is designed to appeal to a wider audience beyond comedy enthusiasts and will offer a more personalized experience.

Homepage and Recommendation Updates

Netflix’s homepage is also receiving updates. The “Search” and “My List” shortcuts have been relocated to the top of the page for improved accessibility.

Previously positioned on the left-hand side, this change streamlines the user experience.

Enhanced Discovery Features

New “callout” badges are being implemented to aid viewers in discovering relevant titles. For example, content recently recognized with Emmy Awards will prominently display these badges on the homepage.

Improved Real-Time Recommendations

Netflix has also refined its real-time recommendation system. The system now incorporates factors such as recently viewed trailers and actor searches into its calculations.

For instance, a positive rating for the series “Wednesday” will prompt the system to quickly adjust the homepage, showcasing similar recommended titles.