Netflix Launches Redesigned iPhone App With Vertical Video Feed

Netflix is launching a redesigned iPhone app that introduces a vertical video feed aimed at helping users discover what to watch.

The update centers on a scrollable, vertical discovery feed inside the Netflix iOS experience. Multiple reports describe the feed as a vertical-video format similar to other mobile-first video products, presenting clips intended to surface titles from Netflix’s catalog.

The redesign is focused on the iPhone app. Reports indicate the vertical feed is part of a broader refresh of how Netflix presents recommendations and browsing on mobile, shifting discovery toward a full-screen, swipeable experience rather than relying only on traditional rows of thumbnails.

The move matters because mobile is a major entry point for streaming, and Netflix is placing more emphasis on shortening the path from browsing to pressing play. A vertical feed can highlight specific moments, genres, or titles in a more immediate way on a small screen, where conventional menus can feel slow and crowded.

It also signals Netflix’s continued interest in keeping attention inside its app by updating the way viewers find content. In a crowded streaming market, user interface changes can influence what gets watched, how long users spend browsing, and how quickly they commit to a series or film.

Several outlets reporting on the redesign say the feature is expected to arrive later this month or by the end of April, indicating an imminent rollout window. The reports describe the vertical feed as a discovery layer within Netflix’s app rather than a separate standalone product.

What happens next is the rollout itself. As the redesigned app becomes available, users on iPhone should start seeing the new vertical feed and other interface adjustments as Netflix updates the iOS client. Availability may expand as the company updates the app through the iPhone’s standard distribution channels.

Netflix has frequently iterated on its product design, but a vertically oriented feed is a notable shift in how it packages discovery on mobile. The company’s next steps will be measured in how widely the redesign is released and how prominently the vertical feed is integrated into everyday browsing.

For iPhone users, the immediate change is straightforward: Netflix is rebuilding the front door of its app around a vertical video feed designed to make picking something to watch faster.