NEW YORK: Netflix is considering a major redesign of its mobile app as it seeks to retain viewers in a video landscape increasingly shaped by social media platforms such as TikTok, YouTube, and Instagram.
The move follows rival Disney+’s announcement that it plans to introduce a vertical video feed similar to Instagram Reels and TikTok. During its fourth-quarter earnings call on Tuesday, Netflix said the revamped app will expand its use of short-form video and help promote its growing slate of original video podcasts.
Co-CEO Greg Peters said Netflix plans to launch the TikTok-like feature later this year as part of its long-term growth strategy. He added that the redesigned app will allow the company to continuously test and refine features rather than relying on infrequent, static updates.
A key element of the redesign is deeper integration of vertical video feeds. Netflix has been testing the format since May, featuring short, swipeable clips from its shows and movies. The company may also expand the feeds to include clips tied to emerging formats such as video podcasts to increase engagement and time spent on the app.
Netflix is also accelerating its push into video podcasts, debuting its first original shows this week and partnering with Spotify and iHeartMedia to bring existing content to the platform.
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