Netflix to Increase Engagement with Vertical Videos on Mobile

Netflix to Increase Engagement with Vertical Videos on Mobile

Netflix plans to add the vertical video feature, which it has been testing for some time, to its mobile application later in 2026. The company aims to increase social engagement with vertical videos.

Netflix plans to add the vertical video feature, which it has been testing for approximately six months, to its mobile application later in 2026. This feature has so far been used to display short promotional clips from Netflix series and films. Users can swipe up to move to the next video, similar to TikTok or YouTube Shorts.

Vertical Video Variety to Increase

In the future, this format may not be limited to promoting existing productions. Netflix co-CEO Greg Peters stated during an earnings call that clips of new content types, such as video podcasts, could also be included in this vertical video feed.

Netflix is taking steps to compete with YouTube in the video podcast space. The company released its first original video podcasts last week, including shows from sports commentator Michael Irvin and comedian Pete Davidson. It also hosts content like The Bill Simmons Podcast and other productions under The Ringer.

Netflix Aims to Boost Social Engagement

These two steps are seen as part of Netflix's effort to transform content discovery and daily engagement into a more social platform-like experience. However, the company emphasizes that this is an experimental approach, not a direct copy. Netflix CTO Elizabeth Stone states that their goal is not to become TikTok, but to enhance entertainment discovery with mobile-first features.

Co-CEO Ted Sarandos, also speaking at the earnings call, drew attention to the general transformation of the industry. According to Sarandos, streaming platforms are now competing not only with each other but with the entire entertainment industry. Sarandos noted that competition has increased more than ever in terms of content creators, user interest, and advertising and subscription revenues, adding that the concept of television has fundamentally changed.

Despite intense competition from YouTube and social media platforms, Netflix's performance appears strong. The company generated a total of $45.2 billion in revenue in 2025, with $1.5 billion coming from ad-supported lower-tier subscription plans. Netflix announced that it reached 325 million paid subscribers worldwide by the end of last year.