Netflix previously adopted the “Stories” concept from platforms such as Snapchat and Instagram with its Previews feature in 2018. The company is now exploring the possibilities of the full-screen vertical video format, which has gained prominence through TikTok, as a source of additional ideas. Their latest trial, Fast Laughs, introduces a new stream of brief comedy segments sourced from their extensive content library.

According to Netflix, the feed incorporates clips from both original series and licensed programs. It also features video content from their existing social media channel, “Netflix Is A Joke,” which currently shares clips, extended videos, and other social content on platforms like YouTube, Twitter, Facebook, and Instagram.

Fast Laughs shares similarities with TikTok in its vertical scrolling, full-screen video presentation, and the placement of interaction options on the right-hand side. However, its intention differs from simply providing endless entertainment.

Consistent with many of Netflix’s trials, the primary aim of the Fast Laughs feed is to assist viewers in discovering new content to watch.

Rather than enabling likes and comments as seen on typical social video platforms, this feed is intended to motivate users to add programs to their Netflix watch list for future viewing. In this way, it functions similarly to Netflix’s “Previews” feature, which helps users find shows through clips and trailers of popular and recently released content.

As users navigate the new Fast Laughs feed, they will encounter a diverse selection of comedy clips—such as excerpts from a Kevin Hart stand-up performance or humorous moments from “The Office,” for instance. The duration of these clips will vary between 15 and 45 seconds.

In addition to saving clips to the “My List” feature on Netflix, users can also express reactions using a laughing emoji button, share the clip with contacts via social media, or select a “More” button to view additional titles related to the current clip.

The feature was initially observed by U.K.-based social media consultant Matt Navarra. In his application, Fast Laughs appeared before the Previews section, accompanied by a “New!” notification.

Netflix confirmed to TechCrunch that the experiment was initially tested with a limited number of users earlier in the year, and has recently been expanded to a larger audience this month—including users in the U.K., the U.S., and other chosen regions.

Currently, it is accessible to a portion of Netflix users who have adult profiles or profiles without parental controls, and only on iOS devices. However, users are not required to participate in experiments or utilize a beta version of the Netflix app to access the feature. Netflix describes it as a standard A/B test.

Given its nature as a test, users may encounter slightly different versions of the same feature. The product may also undergo changes over time based on user feedback.

Netflix is not the only company to adopt the TikTok format for its own application. Other social media platforms, such as Instagram and Snapchat, have also launched competing services in recent months.

However, Netflix does not directly compete with TikTok—except in the sense that all mobile applications vie for users’ limited time and attention.

Instead, the new feed acknowledges that the TikTok format of a full-screen vertical video feed with readily accessible engagement options is becoming a standard method for presenting engaging content.

A Netflix spokesperson confirmed the experiment, stating, “We’re continually seeking innovative ways to enhance the Netflix experience.” They added, “Many of our members enjoy comedy, so we believed this would be a compelling new method to help them discover new shows and revisit beloved scenes. We conduct these types of tests in various countries and for differing periods—and only implement them widely if users find them beneficial.”