Netflix is rolling out a new vertical video feed to compete with Instagram and TikTok, adding clips from shows, podcasts and live events to capture Gen Z viewers.
At a Glance
- Netflix plans to launch a mobile vertical video feed this year.
- New content will include clips from video podcasts and live programming.
- An overhaul of the mobile interface is slated for later in 2026.
- The move follows a broader industry shift toward mobile-first, bite-sized content.
Netflix’s expansion of vertical video is part of a larger strategy to keep pace with social media platforms that dominate the mobile experience. The company has already begun testing the new feed on its mobile app, which currently offers short clips of its TV shows and movies.
Why Vertical Video Matters
Vertical video has become the default format for mobile users. Platforms like Instagram and TikTok deliver short, scroll-friendly clips that keep viewers engaged for seconds at a time. By adding a vertical feed, Netflix can:
- Reach younger audiences who spend most of their screen time on phones.
- Offer a new way to preview and share content, boosting word-of-mouth marketing.
- Create a dedicated space for brand-agnostic clips that can be easily discovered.
Greg Peters, co-CEO of Netflix, said the company is “bringing more clips based on new content types, like video podcasts, which Ted Sarandos mentioned that we’re adding to the general service.” He added that the feed will feature “the sort of appropriate components of that into that vertical video feed.”
Netflix’s Expansion Plan
The rollout will be phased, beginning with a limited selection of vertical clips and expanding to include:
- Snippets from Netflix-produced video podcasts.
- Live programming highlights, such as moments from WWE Raw.
- Competition series like Star Search.
- Iconic scenes from Netflix originals, including Stranger Things and K-Pop Demon Hunters.
The company plans to make the feed available to all users this year, with a full interface overhaul scheduled for later in 2026.
Interface Overhaul Timeline
| Phase | Description | Target Date |
|---|---|---|
| 2025 | Initial vertical feed testing | Q3 2025 |
| 2025 | Limited rollout to select markets | Q4 2025 |
| 2026 | Full mobile UI overhaul | Later in 2026 |
Peters explained that the new UI will “better serve the expansion of our business over the decade to come.” He compared the upcoming interface to the company’s TV UI, noting that it will become a starting point for continuous iteration and improvement.
Competitive Landscape
During the earnings call, Sarandos acknowledged that social media apps like Instagram are now seen as competitors. He noted:
> “TV is not what we grew up on. TV is now just about everything. The Oscars and the NFL are on YouTube. Networks are simulcasting the Super Bowl on linear TV and streaming. Amazon owns MGM, Apple is competing for Emmys and Oscars, and Instagram is coming next.”
This observation underscores the urgency for Netflix to innovate. The platform must offer content that aligns with the fast-paced, mobile-centric habits of Gen Z.
Key Takeaways
- Netflix is launching a mobile vertical video feed this year to compete with Instagram and TikTok.
- The feed will feature clips from podcasts, live shows, and popular Netflix originals.
- A comprehensive mobile interface overhaul is planned for later in 2026.
- The move reflects a broader industry trend toward mobile-first, bite-sized content.
- Gen Z viewers, who spend most of their time on smartphones, are the primary target for this initiative.
Netflix’s strategy signals a shift toward a more integrated, mobile-centric experience that blends streaming with social-media-style content. By expanding vertical video, the company aims to keep its catalog fresh, increase user engagement, and stay competitive in a rapidly evolving digital landscape.
