Netflix has started testing a new vertical video feed on smartphones that lets users swipe through short clips from shows and films in a continuous scroll. The move brings a format similar to Instagram Reels and TikTok but is positioned as a discovery and sampling layer rather than a social feed.
How the vertical feed works
The feature delivers bite-sized moments from Netflix originals in a loop so users can keep scrolling until they decide to tap into the full title. The test is intended to reduce the time viewers spend deciding what to watch. Netflix wants this to act as an on-platform trailer lane instead of pushing viewers to external apps for clips.
Netflix says it is not cloning TikTok
CTO Elizabeth Stone said the company is not trying to mirror short-form social apps, but to focus on a context aligned with viewing intent. The content in the feed is drawn from licensed and original programming already on the service rather than user-generated videos.
Why vertical clips matter to Netflix
Short vertical clips serve Netflix on two fronts: they keep users within the app during idle browsing, and they act as marketing for deeper viewing sessions without relying on external distribution. The test arrives as Netflix explores more interactive layers, including live voting, party games and animated home experiences, making the service feel more active than passive.
Stone said the vertical feed is still in experiments and users should expect more tests through 2026 before a wider rollout decision is made.
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