What's Happening?
Netflix is testing a new vertical short-form video feature on mobile devices as part of its strategy to diversify content offerings. This initiative, announced by Netflix's CTO Elizabeth Stone at TechCrunch Disrupt 2025, aims to provide 'snackable' content without
directly competing with platforms like TikTok. The vertical video feed will feature curated clips from Netflix's original titles, appearing on the in-app homepage under 'Today's Top Picks for You.' This move is part of Netflix's broader effort to meet consumers' evolving mobile usage habits. Stone emphasized that Netflix's approach is distinct from user-generated content platforms, focusing instead on platform-specific entertainment that adds value to its members. The company is also exploring the integration of its 'Moments' feature, which allows users to clip and share favorite scenes from shows or movies.
Why It's Important?
This development is significant as it positions Netflix to better engage with younger audiences, particularly Gen Z, who are increasingly drawn to short-form video content. According to data from EMARKETER, 79% of US Gen Zers indicated that a shorts feature would increase their weekly app usage. By adopting vertical video, Netflix aims to close the gap in streaming watch time, where it currently holds 8.3% compared to YouTube's 12.6%. Additionally, this initiative could open new advertising opportunities, offering a brand-safe alternative to user-generated content platforms. Netflix's extensive content metadata and contextual targeting capabilities could be leveraged to attract advertisers seeking to reach a younger demographic.
What's Next?
Netflix plans to roll out these vertical video experiments throughout 2026, alongside other product developments such as an AI-powered search tool and improved real-time recommendations. The company is also exploring new content types, including podcasts, in collaboration with Spotify. Some podcast content will be co-exclusive across both platforms, utilizing the vertical video format. As Netflix continues to innovate, it may further solidify its position in the competitive streaming market by aligning with modern viewing habits and expanding its content offerings.
