How does Netflix vertical video feed work?
Netflix plans a TikTok-like vertical feed inside its app
Netflix says it will launch a vertical video feed in its mobile apps this month, aiming to improve content discovery. The approach echoes short-form-first engagement models used by social platforms, but Netflix positions it as a way to help viewers browse more effectively rather than relying solely on traditional row-based catalogs.
Alongside the feed, Netflix plans to use AI for both content creation and recommendations. That matters because discovery surfaces what users watch next, and AI can tailor those surfaces based on viewing behavior—especially when users spend time in fast-scrolling, mobile-first contexts.
What to expect in the product
- Vertical-first browsing within the Netflix mobile experience.
- Algorithmic ranking intended to speed up “what should I watch?” decisions.
- AI-supported recommendations and potentially AI-assisted workflows for content.
Because Netflix is rolling this out specifically in mobile applications, the feed is likely to alter how users move through titles on their phones compared with TV experiences. It may also shift marketing and engagement metrics toward formats that behave more like a feed than a library.
For the streaming industry, the move signals continued pressure from short-form ecosystems and recommender systems. Netflix’s bet is that it can apply its scale in both catalog and personalization to a presentation format that better matches how people browse on mobile.
If successful, the vertical feed could reduce the friction of searching for “something to watch,” while AI recommendations tune the feed toward higher-intent viewing sessions. However, the long-term impact will depend on how users respond to vertical browsing versus Netflix’s established browsing style.