Netflix Tests Vertical Video Feed To Showcase Short Clips
Netflix is planning to add a vertical video feed to its mobile app and expand how it uses artificial intelligence to power recommendations, according to recent reports. The updates are aimed at helping subscribers find something to watch more quickly on their phones.
The vertical feed is expected to surface short, swipeable clips tied to Netflix titles, presented in a format familiar to mobile users. The product is designed for discovery inside the Netflix app, rather than as a separate social platform.
Reports indicate the vertical video feature is tied to a broader mobile app redesign. The changes are described as arriving on iPhone first, with an emphasis on a more modern, phone-native way to browse Netflix’s catalog.
In parallel, Netflix is working on using AI more deeply in its recommendation systems. The company has long relied on machine learning to personalize the home screen, but the latest coverage points to an expanded push to refine what appears for each user and how those suggestions are generated.
These planned additions come as Netflix continues to focus on growth and engagement amid intense competition across streaming. Improvements to discovery are significant for subscription services because viewing decisions often happen quickly on mobile, and the easier it is to find a show or movie, the more likely a subscriber is to watch and stay subscribed.
A vertical feed also signals a shift in how Netflix is packaging its catalog for small screens. Instead of relying primarily on rows of thumbnails and text-heavy menus, the company is leaning into video-first previews that can communicate tone and story faster than static artwork.
The AI-related updates matter for similar reasons. Recommendations influence what people watch, how long they stay in the app, and which new releases break through. A more effective system can shape the performance of titles and help Netflix match its programming to audience tastes without requiring users to search.
The product changes land alongside strong recent financial performance highlighted in coverage of Netflix’s quarterly results, including reports of revenue growth. While the vertical feed and AI recommendation work are product initiatives, they arrive at a moment when Netflix is emphasizing both innovation and steady business execution.
What happens next is a phased rollout. Reports describe the vertical video feed as launching in the mobile app on a near-term timeline, tied to the redesigned iPhone experience. Broader availability, including how widely the feed is distributed across devices and markets, has not been detailed in the provided information.
As Netflix moves forward, the company’s success will hinge on whether the redesign and recommendation upgrades make discovery feel faster and more intuitive without overwhelming viewers. If the changes deliver on that promise, Netflix’s mobile app could start to resemble the swipe-driven experiences that dominate how people already consume video on their phones.
