Netflix plans to add vertical video feeds to its mobile app starting at the end of April, the company shared in its first-quarter letter to shareholders on Thursday. The streaming giant first began testing the feature in early 2025 as a way to enhance its recommendation function.
“We are launching an updated mobile experience at the end of the month that includes a vertical video discovery feed,” the letter reads. “This redesign will better reflect our expanding entertainment offering and make it easier for members to engage how and when they want.”
During a press preview event last year, Netflix executives explained that the vertical feeds would show clips and trailers of its content on the home screen of the mobile app. The feature — then in beta testing — was said to give subscribers the ability to watch a movie or show by clicking the vertical snippet, add titles to their watchlists, or share a title with friends and family. It’s unclear whether the version rolling out this month will include these capabilities.
Short-form videos in the style of TikTok and YouTube Shorts are influencing how streaming services reach viewers. Tubi launched Scenes in 2024, and in January, HBO Max announced that it would add vertical videos to its mobile app.
