Netflix to Launch Vertical Video Feed in Mobile App to Rival YouTube and TikTok

As streaming platforms adapt to evolving consumer preferences, Netflix has announced plans to launch a redesigned mobile app featuring a vertical video feed, similar to TikTok, by the end of April. The update aims to enhance user engagement by integrating short-form video content alongside traditional viewing options.

The new vertical feed will primarily display clips from Netflix’s original series and movies. Each clip will include a link to the full version in its original aspect ratio, ensuring viewers can access content in its intended format. This approach addresses concerns about distorted or cropped versions of popular titles, such as The Irishman.

In its Q2 shareholder letter, Netflix emphasized the blurring lines between entertainment on TV and mobile devices. The company has previously highlighted this shift, with Netflix CEO Ted Sarandos arguing in a Senate antitrust hearing earlier this year that Netflix competes not only with traditional entertainment companies but also with platforms like YouTube, TikTok, and Instagram. While Sarandos made this point to counter arguments about monopolistic practices during the proposed Warner Bros. acquisition, the introduction of vertical content suggests Netflix views social media platforms as direct competitors.

Beyond the mobile app update, Netflix has also revamped its TV app, which includes a renewed focus on gaming. The shareholder letter primarily discusses the termination fee received from the canceled Warner Bros. acquisition and mentions leveraging AI to improve the member experience—a phrase that has drawn criticism for its corporate jargon.

In a related move, Netflix recently acquired InterPositive, a startup founded by Ben Affleck that develops AI-powered tools for filmmakers. The acquisition aligns with Netflix’s goal of using AI to cut costs, a euphemism for reducing jobs among employees without AI expertise.