Netflix is preparing to launch a new short-form vertical video feature for mobile users, designed to compete with popular platforms like YouTube Shorts, Instagram Reels, and TikTok — especially targeting users in the United States. The streaming giant has revealed that it is testing a mobile-exclusive feed that allows users to swipe through short clips curated from its own original shows and movies.
"The clips are not random; they are selected from the 'Today’s Top Picks for You' section."
This ensures a personalized experience for each viewer based on their watch history and preferences.
Netflix aims to increase user retention by mimicking the engaging scrollable format made famous by social media platforms. With short content consumption on the rise, this feature gives Netflix users an easy and entertaining way to discover new titles.
"Users can swipe through vertical videos and either watch the full title, save it for later, or share it with friends."
The new feed will be introduced as a separate tab within the Netflix mobile app and is expected to launch globally across both iOS and Android platforms in the coming weeks.
Back in 2021, Netflix launched Fast Laughs, a short-form video experiment focused mainly on comedy. This new feature expands beyond that concept.
"Unlike Fast Laughs, which mainly featured jokes, the new feed includes scenes from thrillers, dramas, and other genres."
This broader approach caters to a more diverse audience and allows Netflix to showcase a larger portion of its content catalogue.
The clips serve as quick previews — users can instantly tap to start watching a full show or film. If they’re not ready to dive in, they can simply add it to their My List.
"Netflix is clearly trying to make discovery quicker and easier, especially for people who don’t know what to watch next."
In addition to mobile enhancements, Netflix is also rolling out a new design for its TV app homepage. The updated interface moves the navigation menu to the top and reduces visual clutter.
"When you hover over a title, it expands and shows a short preview, description, and labels like Top 10 or highly rewatched."
The updated layout, which will gradually roll out to users in the coming weeks and months, aims to simplify browsing and help viewers make quicker viewing decisions.
Netflix's decision to integrate a vertical video feed marks a strategic move to stay competitive in the rapidly evolving digital entertainment landscape. By adopting elements from social media platforms like Instagram Reels and YouTube Shorts, the company aims to keep users within its ecosystem and reduce content fatigue.
This personalized short-form experience — combined with broader genre inclusion and seamless integration into the mobile app — could make content discovery more intuitive. With the global rollout on iOS and Android just around the corner, Netflix appears well-positioned to redefine how users engage with streaming content on mobile.
The refreshed TV homepage further reflects the platform’s ongoing efforts to enhance the overall user experience across devices.