Netflix Launches Mobile App Redesign Featuring Vertical Video Feed Clips

Netflix is redesigning its mobile app and introducing Clips, a vertical video feed intended to help users discover new content by sharing highlights from original Netflix programming. The company is starting to roll out the revamp, with Clips serving as a central feature where users can scroll through clips of shows, movies, and other Netflix content.

Clips aims to drive engagement and discovery on mobile phones by delivering hyper-personalized vertical videos from Netflix's library and from new programming.

Netflix wrote in a press release that Clips is a personalized highlight reel that helps users decide what to watch or play next without endless scrolling. The feed will show short clips from series, films, and specials tailored to users' tastes with an easy way to go deeper when something grabs attention. Netflix launched a similar feature named Fast Laughs in 2021.

Netflix Chief Product and Technology Officer Elizabeth Stone said at TechCrunch Disrupt last October that Netflix is not intending to copy or chase exactly what a TikTok or others are doing because there’s a certain type of entertainment or moment of truth that’s especially valuable to members, and Netflix wants to be focused there versus trying to be all things at every moment, which doesn’t need to be a core part of the strategy.