Netflix vertical mobile feed
- Netflix is rolling out a vertical‑only discovery feed on mobile to compete with TikTok‑style short video browsing. - Reports say the feed will surface clips from series, films, and videopodcasts and is expected by the end of April. - The change shifts Netflix's discovery focus toward short‑form mobile experiences rather than TV‑first navigation ( ).
Netflix said on April 16 it will roll out a redesigned mobile app with a vertical video discovery feed by the end of April. (ir.netflix.net) (techcrunch.com) The new feed is built for phones, not televisions: users will swipe through short clips from Netflix titles and tap to start watching a full show or film. Netflix has also been testing a conversational search tool that lets users type requests in plain language. (about.netflix.com) (techcrunch.com) Reports on the rollout say the feed will surface clips from series, films and video podcasts inside the mobile app. TechCrunch reported the feature has been in testing since 2025. (techcrunch.com) (androidauthority.com) Netflix framed the redesign as a response to a broader product problem: getting people to find something to watch faster on a phone. In July 2023, the company launched “My Netflix,” a dedicated mobile tab for downloads, reminders, saved titles and other shortcuts aimed at reducing browsing time. (about.netflix.com 1) (about.netflix.com 2) This is not Netflix’s first try at vertical discovery. In 2018, the company introduced mobile previews — roughly 30-second vertical trailers on iOS, later coming to Android — as a faster way to sample shows without rotating a phone. (about.netflix.com) The app change also tracks Netflix’s broader expansion beyond scripted television and movies. Its investor materials now describe the service as offering series, films, games and live programming, and outside reports say the new feed is meant to reflect that wider mix on mobile. (ir.netflix.net) (theverge.com) Netflix disclosed the mobile redesign in the same first-quarter report that showed revenue of $12.25 billion for the three months ended March 31, up 16.2% from a year earlier. The company said profit rose 83% to $5.28 billion. (techcrunch.com) (ir.netflix.net) If Netflix meets its own timetable, the vertical feed will arrive before April ends, turning the app’s front door into something that looks more like TikTok than a cable guide. (ir.netflix.net) (androidheadlines.com)
