Netflix Redesigns App to Boost Daily User Engagement
▼ Summary
– Netflix is redesigning its mobile app for a 2026 launch to better compete in a social-first video landscape dominated by platforms like TikTok and Instagram.
– The redesign centers on integrating vertical video feeds of short clips from its shows, similar to TikTok, to boost engagement and content discovery.
– Netflix is expanding into original video podcasts and has partnered with companies like Spotify to bring established video podcast libraries to its platform.
– Company executives emphasize this strategy is an experiment to enhance entertainment discovery, not an attempt to directly imitate social media platforms like TikTok.
– Netflix views its competition as the entire entertainment industry, not just other streamers, and is adapting its film strategy with hybrid distribution models.
In a digital environment increasingly shaped by short-form video and social platforms, Netflix is undertaking a major redesign of its mobile app to boost daily user engagement. The streaming service aims to better integrate vertical video feeds and expand its offerings, including original video podcasts, as it competes for viewer attention in a crowded market. This strategic shift, announced during the company’s recent earnings call, is framed as building a foundation for future growth rather than simply copying popular rivals.
The overhaul, scheduled for a full launch later in 2026, is designed to “better serve the expansion of our business over the decade to come,” according to co-CEO Greg Peters. He described the update as a platform for continuous experimentation, allowing Netflix to test and refine its features over time. A central component involves deepening the integration of vertical video feeds, a format the company began testing last May. This feed presents short clips from Netflix films and series in a swipeable style that will feel instantly familiar to users of TikTok or Instagram Reels.
This move into short-form clips is viewed as a powerful tool for capturing attention and increasing the time members spend in the app. Peters noted that these feeds could also help promote new content types, specifically pointing to the video podcasts Netflix recently unveiled. The company is making a concerted push into this arena, an area long dominated by YouTube. Its first slate of original video podcasts features shows hosted by notable figures like Pete Davidson and Michael Irvin. Netflix has also formed partnerships with major audio platforms, including Spotify and iHeartMedia, to bring established video podcast libraries to its service.
These initiatives represent a broader effort to make discovering content and engaging with Netflix feel more akin to using a social platform. However, executives are careful to position this as strategic experimentation, not imitation. The company’s Chief Technology Officer, Elizabeth Stone, recently emphasized that Netflix isn’t trying to become TikTok. Instead, the goal is to strengthen its entertainment discovery capabilities through mobile-first features that resonate with contemporary viewing habits.
Reflecting on the intense competition within the entertainment sector, co-CEO Ted Sarandos highlighted a fundamental industry shift. Streaming services are no longer just competing with each other; they are vying against the entire spectrum of entertainment. “There’s never been more competition for creators, for consumer attention, for advertising and subscription dollars,” Sarandos stated. He pointed out that traditional boundaries have dissolved, with major events like the Oscars and NFL games streaming on YouTube, while companies like Apple and Instagram are becoming significant content creators and awards contenders.
Sarandos also touched on Netflix’s evolving approach to film distribution, referencing its adjusted theatrical strategy and preparations to acquire Warner Bros. This indicates a growing openness to hybrid release models, further blurring the lines between cinema, streaming, and social content. The company’s financial performance underscores its strong market position, with 2025 revenue reaching $45.2 billion. Advertising revenue surpassed $1.5 billion, and Netflix achieved a significant milestone by exceeding 325 million paid global subscriptions in the fourth quarter.
(Source: TechCrunch)
