Netflix is following in the footsteps of TikTok, YouTube, and Instagram and introducing vertical videos for its mobile app. The new vertical video feed, called Clips, shares highlights from Netflix content and is part of a broader redesign of the mobile app.
In an announcement about the redesign shared today, Netflix said that after updating its TV experience last year, the company is “bringing that same focus on simplicity and delight to mobile.” That means more streamlined navigation and a more user-friendly design that makes it easy to find and start watching content.
The Clips feature is designed to give users a quick look at highlights from shows and movies, giving users a taste of the content to help them decide what to watch next. With one tap, users can add the title to their watchlist, share the clip with a friend, or navigate to the show or movie page to start watching.
“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 personalized, immersive experiences for any mood or moment. This is just the beginning.”
The company has plans to grow Clips to include podcasts, live programming and collections based on genres in the future.
The Netflix mobile update is available starting today in the US, the UK, Australia, Canada, India, Malaysia, Pakistan, the Philippines and South Africa. More locations will be added in the coming months.