Netflix introduces 'Clips' vertical video feed

Netflix is redesigning its mobile app to introduce a vertical video feed called Clips. According to a press release from the company, “Think of ‘Clips’ as a personalized highlight reel that helps you decide what to watch or play next, without endless scrolling.” The streaming company stated that users will see short clips from series, films, and specials tailored to their tastes, providing an easy way to go deeper when something grabs their attention.

The redesign reflects a broader industry shift toward vertical video. Competitors such as Peacock and Tubi are also adding vertical video experiences on mobile, while even platforms like LinkedIn have adopted the format. The source notes it is safe to say that vertical video is here to stay, even if some observers rolled their eyes five years ago when social media platforms rushed to release similar features. However, Netflix is not trying to compete directly with TikTok. Elizabeth Stone, Netflix Chief Product and Technology Officer, addressed this during the TechCrunch Disrupt conference last October. Stone stated that Netflix does not intend to copy or chase exactly what TikTok or others are doing. She explained that the company believes there is a certain type of entertainment, which she described as a moment of truth, that is especially valuable to its members, and the company wants to focus there rather than trying to be all things at every moment.

The launch builds on Netflix’s history of short-form experimentation, including a similar feature named Fast Laughs in 2021. The company’s approach aligns with the reality of mobile consumption; the source notes that users are unlikely to watch full episodes of shows while on the go, such as pulling out a phone to watch the next three minutes of an episode. Instead, the format fits into a broader trend of mobile-first viewing. This includes the rise of the microdrama industry—defined as bite-sized episodic series that are typically under 10 minutes per episode and designed to be watched on a phone screen. The microdrama format first caught on in Asia and is now building momentum in the U.S., making users more accustomed to watching serialized stories in vertical feeds.

Why it matters

Netflix’s adoption of vertical video highlights how streaming platforms are evolving their discovery mechanisms to match mobile-first consumption habits, moving beyond traditional long-form interfaces to keep users engaged.