Netflix to redesign its app in quest to compete with Instagram and YouTube for 'daily engagement'

Netflix is set to undertake a major overhaul of its mobile application, aiming to enhance daily user engagement and directly challenge the likes of YouTube Shorts and Instagram. This announcement was made during the company’s fourth-quarter earnings call held on January 20, marking a pivotal change in its strategic approach. The upcoming redesign will shift Netflix’s mobile interface from a conventional library of films and TV shows to a more engaging and interactive platform. A key component of this transformation is the integration of vertical video feeds. Since May 2025, Netflix has been testing swipeable, short-form clips reminiscent of Instagram Reels, and the new user interface will elevate this format to a central role in the app experience. These vertical feeds are designed to spotlight trending content, offer personalized recommendations, and present short-form previews that align with the browsing behavior found on social media networks. According to Netflix Co-CEO Greg Peters, the refreshed interface is aimed at supporting the company’s growth trajectory and enhancing user engagement over the next decade. In an effort to encourage subscribers to open the app daily rather than just for full-length viewing, Netflix plans to introduce features like video podcasts and interactive prompts. This strategic shift comes as the streaming giant faces intensified competition for viewer attention from social media platforms that have become dominant in mobile consumption. Despite being the largest subscription streaming service globally, with over 325 million paid subscribers as of late 2025, Netflix is now focused on fostering habitual interaction. In addition to this short-form video initiative, the company is expanding its content offerings, having recently launched its inaugural original video podcasts and formed partnerships with Spotify and iHeartMedia to feature established podcast libraries. The redesigned mobile user interface is expected to be rolled out globally later in 2026, following last year’s redesign of its TV app. This move underscores Netflix's broader ambition to blend traditional streaming with the high-frequency engagement typical of social media platforms.