Netflix Bets on Vertical Video to Keep You Scrolling

Netflix is overhauling its mobile app later this year to include a TikTok-style vertical video feed, a strategic pivot to make the streaming giant a daily user habit, as reported by The Verge. The move, announced during its Q4 2025 earnings call, is a direct shot at competitors like YouTube and TikTok for a greater share of daily screen time.

• Beyond the binge: The new feed will not only feature clips from its vast library but will also serve as a key destination for its growing portfolio of video podcasts. The content strategy is anchored by exclusive licensing deals with partners like iHeartMedia and Spotify, ensuring a steady stream of unique short-form content.

• Strength in numbers: The push into the attention economy comes as Netflix builds on its market power. The company recently reported that it surpassed 325 million paid memberships and grew its advertising business to over $1.5 billion in 2025, with plans to double that revenue in the coming year.

• A familiar playbook: This mobile initiative follows the company's major redesign of its TV app last year. Co-CEO Greg Peters framed the upcoming UI not as a final product, but as a launchpad for continuous updates and experiments, signaling a long-term commitment to evolving the user experience.

By integrating a swipeable, short-form video feed, Netflix is no longer just competing for your movie night. It's fighting for your five-minute breaks, aiming to become an indispensable daily destination in a deeply fragmented entertainment world.

In its letter to shareholders, Netflix also confirmed it is working to close its acquisition of Warner Bros., a move that would dramatically increase its scale. Meanwhile, executives are looking beyond traditional streaming rivals, with co-CEO Ted Sarandos recently identifying Instagram as a key competitor for user attention.