Netflix Bets on Vertical Video Feeds to Improve Content Discovery
In Focus
- Netflix plans to introduce TikTok-style video feeds this month
- The movie-streaming platform will use AI to personalize recommendations
- Netflix will also use AI to improve its ad suite to improve revenue
Netflix is introducing vertical video feeds on its mobile apps this month, the company noted in a letter to shareholders. The video-streaming platform has been testing the vertical video feature since last year.
“We are launching an updated mobile experience at the end of the month that includes a vertical video discovery feed. This redesign will better reflect our expanding entertainment offering and make it easier for members to engage how and when they want,” the company noted.
Vertical Video Feeds to Simplify Content Discovery
Netflix’s TikTok-style video feeds are expected to make it easier for users to discover content on the movie-streaming platform. Users will be able to find video podcasts as well as current movies and shows with ease. Having launched a ChatGPT-powered search feature in 2025, Netflix, which had planned to buy HBO Max last year, is counting on AI content personalization to attract and retain users.
“We have been in personalization and recommendation for two decades, but we still see tremendous room to make it better by leveraging newer technologies. Recommendation systems based on new model architectures not only improve current personalization but also let us iterate and improve more quickly, adding support for different content types much more efficiently,” Netflix co-CEO, Gregory Peters stated.
Beyond recommendations, Netflix is focused on applying AI to the entire content generation process.
“We expect GenAI to make content better; better tools, better processes. It takes a great artist to make great art, and AI won’t change that. But AI will give those artists better tools to bring those visions to life,” Co-CEO Ted Sarandos added.
Netflix’s video feed update comes a week after the movie-streaming platform introduced the Playground Gaming app for children aged eight years and below. The app brings educational experiences to younger audiences.
Strong Focus on AI Capabilities
Netflix started deepening its generative AI strategy in October 2025 in a bid to streamline global film production. The platform now plans to use AI to improve its ad suite and allow for new formats and customization to boost returns.
The company has been investing in AI for some time now. Last month, the movie platform acquired an AI-powered film-making company called Interpositive. The company says Interpositive has attracted the attention of many content creators.
“With our acquisition of Interpositive, we think it accelerates our GenAI capability because it is proprietary technology created specifically for film-makers and film-making, different from other GenAI video applications,” Sarandos noted.
Why Short-Form Videos Matter to Netflix
Short-form videos are increasingly influencing how streaming platforms reach viewers. Early this year, Disney+ announced plans to add TikTok-style video feeds to its mobile app. Netflix’s revenue for Q1 2026 stood at $12.25 billion. This represented a 16.2% rise compared to the same period last year.
The company also reported an 83% surge in profit to hit the $5.28 billion mark. The movie-streaming platform increased subscription rates in the U.S. last month. The impact of this price hike is expected in the next quarter. As of December 2025, Netflix has 325 million paying subscribers.
