Netflix's New vertical Video Feature: A Fresh Approach to Content Finding
Netflix has been trying out vertical videos since 2018. It started with mobile previews that showed 30-second clips.In 2021,the platform introduced Fast Laughs,a scrolling feed of funny moments from its shows and movies.
However, these features have not been widely available. as of now, I still can't access them on my Android or iOS devices, even though I live in a major market for Netflix.
Recently, Netflix announced it is indeed revamping the home experience. This includes improvements to search and recommendations. The company also unveiled a new vertical video feed inspired by TikTok that will showcase highlight clips from various TV shows and films.Why Is This Significant?
A short video feed can keep viewers engaged for brief moments. However, this isn't social media where users can comment or interact with others about the content. Netflix understands this difference and is not promoting the feed as a social media platform.
The main goal is to provide users with quick previews of content. If something catches their eye, they can easily start watching it on their device right away. Many users spend significant time scrolling through options or discussing what to watch with friends.
With this new vertical feed feature, viewers can scroll through selected clips and decide if they want to explore further. Unlike Fast Laughs—which focused solely on comedy—the new video feed will include content from various genres.
What’s Next for Netflix?
Encouraging viewers to watch full movies or series is one key aim of the vertical video feature. It will be prominently displayed on the homepage but is currently labeled as a limited test phase. The rollout will happen gradually over several weeks worldwide.
This feature also serves as an effective way to attract new subscribers to Netflix.Users will have the option to share these clips directly with friends and family—similar to sharing on platforms like Instagram or TikTok.
The vertical video feature will be accessible across all subscription plans offered by Netflix.When asked about potential ads between videos in this format, company executives stated there are no immediate plans for advertising but are open to exploring options that won’t disrupt user experience.Netflix's introduction of a vertical video feed aims at enhancing user engagement while making it easier for viewers to discover new content quickly without feeling overwhelmed by choices.
