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

Netflix is shaking up the way we watch videos on our mobile devices with the introduction of Clips, a vertical video feed that aims to help users discover new content by sharing highlights from original Netflix programming. The company is redesigning its mobile app to make room for this new feature, which is set to change the way we interact with the platform. With Clips, users will be able to scroll through a feed of short, vertically-oriented videos that showcase the best moments from Netflix's original shows and movies. The impact of this new feature on user engagement will be significant, as 70% of users already watch videos on their mobile devices in a vertical orientation. By providing a dedicated space for this type of content, Netflix is acknowledging the shift in consumer behavior and adapting its platform to meet the changing needs of its users. For example, the average user spends around 60 minutes per day watching videos on their mobile device, and with Clips, Netflix is hoping to capture a larger share of that time. Background context Netflix has been experimenting with different formats and features over the past year, including the introduction of a new homepage and a revamped recommendation system. The company has also been investing heavily in original content, with a reported 15 billion dollars spent on production in 2025 alone. This investment has resulted in a wide range of popular shows and movies, including Stranger Things and The Crown, which have helped to drive user engagement and attract new subscribers. What to expect next As the launch of Clips approaches, users can expect to see a significant overhaul of the Netflix mobile app, with the new feature taking center stage. The company is also planning to introduce a new set of analytics tools that will help creators track the performance of their content and make data-driven decisions about future productions. For instance, the tools will provide insights into viewer engagement, including the number of views, likes, and shares, which will help creators refine their content and improve its appeal to their target audience. The future of streaming The introduction of Clips is just the beginning of a new era in streaming, as companies like Netflix and YouTube continue to push the boundaries of what is possible with video content. With the rise of vertical video and the increasing importance of mobile devices, it is likely that we will see even more innovative features and formats emerge in the coming years. For example, Netflix is already exploring the use of augmented reality and virtual reality to enhance the viewing experience, with several projects currently in development. The key takeaway from Netflix's introduction of Clips is that the company is committed to innovation and willing to take risks to stay ahead of the curve. With its new vertical video feed, Netflix is poised to capture a larger share of the mobile video market and provide users with a more engaging and interactive experience. As the streaming landscape continues to evolve, one thing is clear: Netflix is leading the charge and setting the standard for others to follow. The company's focus on innovation and user experience has resulted in a significant increase in user engagement, with the average user spending around 30 minutes more per day on the platform than they did last year.