Netflix has been flirting with vertical video formats, reminiscent of social media platforms, since 2018. Initially, this involved 30-second mobile previews. Three years later, the streaming giant launched Fast Laughs, a continuously scrolling feed of clips from its content library. However, these features have seen limited availability and a somewhat sporadic rollout. Even in 2025, these features remain unavailable on Android or iOS in major markets.
Now, Netflix is reviving the concept. The company recently announced a significant revamp of its home screen experience, including enhancements to search and recommendations. Most notably, they unveiled a TikTok-inspired vertical video feed showcasing highlights from movies and TV shows.
Why This Matters
While short-form video feeds can effectively capture user attention, Netflix isn’t aiming to replicate a social media environment. This feed isn’t designed for comments or community interaction. Instead, the core purpose is to provide engaging previews, allowing users to seamlessly transition to full-length streaming if a clip piques their interest. The platform acknowledges the significant time users spend browsing the catalog or deliberating viewing choices. This vertical feed offers a streamlined way to explore content through curated clips. Unlike Fast Laughs, which primarily focused on comedy, this new feed will showcase a diverse range of genres and categories.
The Netflix Plan
Encouraging users to watch full movies or TV series is the primary goal of this vertical video feed. It will feature prominently on the home page, although Netflix is currently framing it as a limited test. However, the rollout is global and will gradually expand over the coming weeks. This strategy also serves as a subtle way to attract new subscribers. Netflix has confirmed users can share these clips with friends and family, mirroring the functionality of platforms like Instagram and TikTok.
The vertical video feed will be accessible to all subscription tiers. When questioned about potential ads within the feed, Netflix executives stated there are no immediate plans, but they remain open to exploring new advertising opportunities without compromising the user experience.
Conclusion
Netflix’s adoption of a TikTok-style vertical video feed represents a strategic move to enhance content discovery and engagement. By offering easily digestible previews across diverse genres, Netflix aims to streamline decision-making for users and potentially attract new subscribers through shareable content. While still in its testing phase, this new feature has the potential to significantly reshape how users interact with the platform.
