After a long-awaited revamp of its main user interface last year, Netflix has overhauled its mobile app, adding a vertical video feed designed to improve subscriber engagement.
The design of the vertical video offering, which is dubbed “Clips,” is meant to suit “the way you actually use your phone: quick, visual, and easy to tap into something that catches your eye,” the company said in a press release. “Think of ‘Clips’ as a personalized highlight reel that helps you decide what to watch or play next, without endless scrolling. You’ll see short clips from series, films and specials tailored to your tastes, with an easy way to go deeper when something grabs your attention.”
The feed will eventually also include podcasts, live programming and collections based on genres, like romance or specific interests
The rise of TikTok, which has also spurred short-form vertical video competition from the likes of YouTube Shorts and Instagram Reels, has bled into the streaming sector. Disney+ and Peacock are among the players to announce vertical video plans in recent months.
“With our enhanced navigation and Clips, our new vertical video feed, we’re building on past learnings to deliver an experience designed for the way members want to enjoy Netflix on their phones: for the moments in between, to discover a new title, or a quick laugh,” Chief Product and Technology Officer Elizabeth Stone said in a statement. “Our vision is to make our mobile experience as entertaining as what you watch, delivering increasingly personalized, immersive experiences for any mood or moment. This is just the beginning.”
These updates are available starting Thursday in the U.S., the UK, Australia, Canada, India, Malaysia, Pakistan, the Philippines and South Africa, and will roll out to the rest of the world in the coming months, Netflix said.
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