Netflix wants you to watch ‘Clips,’ its TikTok-like vertical video feed

Netflix is taking a bold step forward with the introduction of Clips, a fresh feature in its mobile app designed to enhance content discovery. This innovative vertical video feed will showcase highlights from a variety of Netflix's original programming, allowing users to quickly preview shows and movies that align with their interests. In a recent press release, Netflix described Clips as a personalized highlight reel that makes it easier for viewers to decide what to watch next. Instead of endlessly scrolling through options, users can enjoy short, curated clips tailored to their preferences, making the decision-making process more engaging and efficient. The concept behind Clips recognizes that viewers on the go may not have time for lengthy episodes. Instead, they can enjoy brief segments from different shows, providing a quick dose of entertainment. This approach mirrors Netflix's previous feature, Fast Laughs, which was introduced in 2021 and aimed at delivering quick comedic moments. While the trend of vertical video has been embraced by various platforms, Netflix is carving out its unique niche. The rise of microdramas—short episodic series designed for mobile viewing—has also contributed to the increasing popularity of vertical formats, particularly in the U.S. after gaining traction in Asia. Competitors like Peacock and Tubi have also started to integrate vertical video experiences into their mobile applications. During TechCrunch Disrupt last October, Elizabeth Stone, Netflix’s Chief Product and Technology Officer, emphasized that while Netflix is experimenting with vertical video, it is not attempting to replicate TikTok’s model. Stone stated that Netflix is focused on providing a specific type of entertainment that resonates with its audience, rather than trying to mimic every trend in the ever-evolving digital landscape.