Netflix Redesigns Mobile App with Vertical Video Focus, Clips Tab, and Podcast Integration

Netflix is transforming its mobile app to resemble platforms like YouTube, Instagram, and TikTok, signaling a shift in how users consume video on phones. On April 29, the streaming giant begins rolling out its biggest mobile redesign in years, prioritizing vertical video and a new user interface.

The update launches first in the U.S., U.K., Canada, and a few other countries, with plans to expand globally in the coming months. Subscribers will gain access to a new “Clips” tab, featuring trailers, highlights, and behind-the-scenes footage from Netflix shows, movies, and podcasts—all optimized for quick, mobile viewing. The Clips feed operates like a social app, offering an endless scroll of short-form content.

This redesign reflects a broader shift in video consumption habits, both on phones and TVs. Netflix faces increasing competition from platforms like YouTube, which now accounts for nearly 13% of all TV viewing time. To stay relevant, Netflix is bringing its content directly to mobile phones, where vertical video dominates.

Netflix Integrates Podcasts into Clips Feed

Media companies have struggled to adapt to the rise of mobile-native video platforms like Instagram, TikTok, and YouTube. A notable example is Quibi, which raised $1.75 billion to create a Netflix for short-form vertical video but shut down six months after launch due to low viewership. Netflix aims to avoid similar pitfalls by focusing on content discovery rather than pioneering entirely new formats.

While apps like Instagram prioritize endless scrolling, Netflix’s Clips feed is designed to help users find content they may enjoy. Features include:

• Adding clips to a watchlist
• Rotating the phone to start watching immediately
• Personalized feeds based on viewing history and browsing behavior

Netflix co-CEO Ted Sarandos acknowledged the challenge of long-form storytelling on mobile during a recent earnings call, noting,

“Professional TV and film historically makes up a pretty small percentage of mobile viewing.”

To address this, Netflix has partnered with companies like Spotify, Barstool Sports, and iHeartMedia to expand its podcast offerings. Video episodes of popular podcasts, such as The Breakfast Club and The Bill Simmons Show, will feature prominently in Clips feeds. Highlights from these podcasts will be tailored to users’ interests.

Future Expansions: Categories, Romance Feeds, and Beyond

In the coming months, Netflix plans to add the ability to browse Clips by categories. For example, users could scroll through an endless feed of swoon-worthy romance moments. The new app design also makes room for further expansions, including:

• Live programming and sports
• Additional content formats to keep subscribers engaged