Netflix gets a TikTok-esque feed for its app
Netflix is testing a short-form video feature, signaling its efforts to retain viewer attention amidst growing competition from apps like TikTok, YouTube Shorts, and Instagram Reels. The company announced the feature at its first-ever product and tech event, where it also revealed several other upcoming plans.
The new mobile-only vertical feed allows users to scroll through curated clips of Netflix’s original titles. Users can tap on buttons to watch the entire show or movie, save it to their “My List,” or share it with friends. The clips are taken from the “Today’s Top Picks for You” section, making the feed personalized to each user.
The feature is set to roll out globally on iOS and Android devices in the coming weeks and will appear as a tab on the in-app homepage. This move follows a trend among streaming services, with Tubi and Peacock having launched similar features.
Netflix has previously experimented with short-form video content, launching “Fast Laughs” in 2021. However, the new test aims to reach a broader audience beyond comedy fans. The company is also redesigning its TV homepage, improving real-time recommendations, and introducing an AI-powered search tool.
Netflix wants you to search by feeling now
The homepage update includes moving the “Search” and “My List” shortcuts to the top of the page for easier access. Netflix has also introduced “callout” badges to help viewers discover titles, such as Emmy-winning content. The improved real-time recommendation system considers factors like recently watched trailers or searched actors to provide personalized suggestions.
For instance, if a user gives a thumbs up to the TV series “Wednesday,” the system will adjust their homepage to display similar recommended titles. The AI-powered search tool will further enhance the user experience by providing more accurate results.