Netflix Tests TikTok-Style Vertical Video Feed for Easier Content Discovery

Netflix is evolving the way users discover new content with a TikTok-inspired vertical video feed. If you've ever wanted an easier way to browse shows and movies, this new feature is designed with that goal in mind. Set to roll out in the coming weeks, Netflix will begin testing this feature in its mobile app, allowing users to swipe through short, engaging video clips—much like the popular social media platform, TikTok. This exciting new update aims to revolutionize how we explore content on Netflix, offering a fast and interactive way to find your next binge-worthy show or movie.

How Does the TikTok-Like Feed Work?

In this new feature, you’ll be able to quickly scroll through vertical video clips, discovering trailers, show highlights, and more. Whether you’re interested in a movie or a series, the controls are designed for effortless navigation, located conveniently in the bottom-right corner of your screen, much like what TikTok users are already familiar with. With just a swipe, you can either start watching the content immediately, add it to your watchlist, or share the clip with a friend. This intuitive design makes it easy to explore Netflix’s massive library, keeping you engaged and helping you find your next obsession.

Netflix’s Continued Experimentation with Vertical Video Feeds

This isn't Netflix's first attempt at experimenting with vertical video formats. The streaming giant initially tested a comedy-focused “Fast Laughs” feed in 2021, and later introduced “Kids Clips” to cater to younger audiences. However, this new test appears to be more extensive, potentially offering a broader selection of content, not just limited to comedy or children's programming. With vertical video becoming a dominant format in social media, Netflix’s move to integrate it into its app shows the company’s commitment to adapting to current user behavior and enhancing the user experience.

What This Means for Netflix’s User Experience and Content Discovery

Chief Product Officer Eunice Kim shared insights into why Netflix is pursuing this format: “We know that swiping through a vertical feed on social media apps is an easy way to browse video content, and we also know that our members love to browse our clips and trailers to find their next obsession.” This user-friendly approach aligns with current trends in content consumption, where short-form, interactive video is preferred for its convenience and engagement. With this new feature, Netflix is tapping into a social-media-style experience, where users can quickly explore and discover content that matches their preferences.

What Else is New at Netflix?

Alongside this new vertical video feed test, Netflix is also revamping its TV app design. The updates aim to create a more seamless experience for users, improving the overall interface and enhancing how content is presented on larger screens. This aligns with Netflix’s ongoing effort to refine its platform and provide an optimized user experience across all devices, from mobile phones to smart TVs.

Will Netflix’s TikTok-Style Feed Be a Hit?

As streaming services continue to innovate in an ever-competitive market, Netflix’s TikTok-inspired vertical feed could be a game-changer. By making content discovery more engaging and efficient, this feature might not only attract new users but also improve retention by offering a fresh and dynamic browsing experience. Keep an eye out for this test in the coming weeks, as it could be the next big thing in how we explore content on streaming platforms.