Netflix device with tictok-like mobile feed in vertical video

Netflix wants more time. Or more precisely, more of your scroll time.

The streaming giant carries out a vertical video feed that looks and resembles Tikok, YouTube shorts or roles. Yes, even Netflix knows that the war for attention in 2025 is not just about what you see, but how you can find it.

The function, which is now being tested worldwide for iOS and Android, is intended to help users discover their next obsession by having them deleted them by curated clips from Netflix Originals. If you pack something, you can watch it immediately, save it later or share it with a friend. Everything from a series of controls that are comfortably stacked in the lower right corner, just like your preferred short form app.

“We know that leafing through a vertical feed in social media apps is an easy way to search video content,” said Eunice Kim, Chief Product Officer, in a press conference. “And we also know that our members like to search our clips and trailers to find their next obsession.” Translation: Our homepage simply no longer cuts you.

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This is not Netflix 'first flirt with the short format. Do you remember quick laughter? Or children's brackets? This new iteration feels broader, tailor -made and more strange to the platform's personalization engine. Instead of accidental cutouts, the clips come from their “today's top picks”, which makes the feed feel more like your Netflix, not just Netflix.

And it matters at a moment when every platform, from Pfau to Tubi, hunts the snack contents and tries to rewrite the audience, whose attention span is increasingly shaped by Swipf, not by scrolls. Netflix is ​​less about jumping a trend than defending the mobile screen time before the gravitational train of Tikok.

Netflix also revealed a revised TV homepage with more intelligent navigation and real-time recommendations to react to what they have actually seen or even what they have almost seen. For example, if you gave a thumb by Wednesday or just ask a trailer with Jenna Ortega, you expect your homepage to start in Goth very quickly.

Netflix not only updates the user interface, but also revises the discovery for an audience trained by algorithms and dopamine. If the competition grows and the audience habits are developing, the question for every streaming platform is the same: How can you watch people if they no longer only compete with HBO or Hulu, but with every scrolling, wipe and tapping?

Short answer: you go vertical.