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Netflix Taps TikTok Style for Mobile App
17 Apr
Summary
- Netflix is adding a vertical video feed to its mobile app.
- This feature aims to enhance content discovery and recommendations.
- Competitors like Tubi and HBO Max also use vertical video.
Netflix is set to introduce a significant update to its mobile application, launching a vertical video discovery feed at the end of April 2026. This move aims to modernize content discovery and better showcase Netflix's expanding library.
The streaming giant first explored this vertical feed concept in early 2025, intending to refine its recommendation engine. Executives had previously indicated that the feed would display clips and trailers on the app's home screen, offering users options to watch content, add it to their watchlist, or share it.
This development aligns with a broader industry trend where streaming services are adopting short-form video formats similar to TikTok and YouTube Shorts. Tubi introduced its 'Scenes' feature in 2024, and HBO Max announced its own vertical video integration in January 2026.
