Netflix plans Instagram Reels-style vertical video feed for its mobile app

Netflix

• Netflix to launch a vertical video feed in its mobile app by late 2026
• New feed will feature short clips and video podcasts to boost content discovery
• Netflix aims to adapt to short-form viewing trends without becoming a social app

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Netflix is preparing a major rethink of how its mobile app works, as it looks to compete for attention in a world dominated by short, swipeable videos. The streaming giant has confirmed that it plans to roll out an Instagram Reels-style vertical video feed inside its app, giving users a new way to discover shows, movies, and upcoming content.

The announcement was made during Netflix’s fourth-quarter earnings call, where the company said the redesigned mobile app is expected to launch later in 2026. According to co-CEO Greg Peters, the update is meant to help Netflix adapt to how people now consume video on their phones. Instead of relying only on trailers and thumbnails, Netflix wants to use short clips to pull viewers into longer content.

At the centre of the redesign is a vertical video feed that looks familiar to anyone who uses Instagram, TikTok, or YouTube. Netflix has been testing this format since May, showing short, swipeable clips from its shows and films. Now, the company plans to expand the idea further, including clips tied to new formats such as video podcasts.

Netflix recently entered the video podcast space, a category where YouTube has long been the dominant player. Over the past week, the company launched its first original video podcasts, featuring well-known personalities, and also partnered with major podcast platforms to bring existing video podcast libraries to Netflix. The vertical feed is expected to play a key role in helping users discover this content more easily.

Executives have been careful to say that Netflix is not trying to turn itself into a social media app. Speaking earlier at a tech conference, Netflix’s leadership said the goal is experimentation, not imitation. The idea is to improve discovery and engagement, especially on mobile, where scrolling and short-form viewing have become second nature.

Co-CEO Ted Sarandos also used the earnings call to point out how much the entertainment landscape has changed. Streaming services are no longer just competing with each other, but with everything that captures people’s time online. From sports and award shows on YouTube to short videos on Instagram, the definition of TV is rapidly shifting.

The timing of the app revamp comes as Netflix continues to grow. In 2025, the company reported $45.2 billion in revenue, with advertising bringing in more than $1.5 billion. Netflix also crossed 325 million paid subscribers in the fourth quarter, reinforcing its position as the world’s largest streaming service.

With short-form video now shaping how people watch and discover content, Netflix’s move shows it wants to stay part of everyday viewing habits, not just prime-time binges.