Netflix is significantly revamping its mobile experience with the launch of Clips, a new vertical video feed designed to take on short-form giants like TikTok and YouTube.
Described by the streaming leader as a personalized highlight reel, the feature aims to eliminate the “endless scroll” by helping subscribers discover their next favorite title through curated snippets. These short previews of films, series, and specials are tailored to individual tastes, allowing users to instantly add titles to their watch-next lists or share recommendations with friends via social media. Currently available in markets including the US, UK, India, and Canada, the feature is set for a global rollout, including Türkiye, in the coming months.
The introduction of Clips is a core part of Netflix’s broader mobile-first strategy, especially as data from research firms like Omdia suggests that 21% of US consumers now use smartphones as their primary streaming device. By targeting the “moments in between,” Netflix hopes to capture the attention of users looking for a quick laugh or a rapid discovery session.
Looking ahead, the company plans to expand the feed to include podcasts, live programming, and specialized genre-based collections. This update marks a pivotal shift in how the platform balances long-form prestige content with the immersive, fast-paced consumption habits of the modern digital era.
“Mobile is an important part of how Netflix members stay connected to the entertainment they love,” said Elizabeth Stone, Netflix’s chief product and technology officer. “With our enhanced navigation and Clips, our new vertical video feed, we’re building on past learnings to deliver an experience designed for the way members want to enjoy Netflix on their phones: for the moments in between, to discover a new title, or a quick laugh. Our vision is to make our mobile experience as entertaining as what you watch, delivering increasingly personalised, immersive experiences for any mood or moment. This is just the beginning.”
