Streaming platform Netflix is introducing a new vertical video feature called ‘Clips’ as it looks to tap into the growing popularity of short-form content dominated by platforms like TikTok and Instagram Reels.
The new feature will be integrated within the Netflix mobile app and is being rolled out to users in India, the United States, the United Kingdom, Australia, Canada and Pakistan, with more regions expected to follow.
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What ‘Clips’ will offer users
‘Clips’ will allow users to browse short, vertical snippets from movies, series and specials available on the platform. The feed will appear as a dedicated section within the app, enabling users to scroll through bite-sized previews before deciding to watch full-length content.
According to Netflix, the clips will be personalised based on viewing preferences, offering a curated experience aimed at improving content discovery.
“You’ll see short clips from series, films, and specials tailored to your tastes, with an easy way to go deeper when something grabs your attention,” the company said in a statement.
Netflix Unlike rival platforms, Netflix will not rely on user-generated content. Instead, it will showcase curated segments from its existing catalogue, positioning Clips as an extension of trailers but in a more interactive, scrollable format.
A strategic shift towards short-form video
The initiative comes amid the changing dynamics of the way people consume content on their smartphones. Short videos and clips, which have been pioneered by TikTok and have now been taken up by other applications like YouTube Shorts and Instagram Reels, have dramatically changed the way viewers spend their time.
With its foray into the vertical format arena, Netflix is trying to ensure its user base spends more time on the application, even as the battle over consumers’ time gets tougher.
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The Clips function will be located on the bottom menu of the app, enabling the user to swipe through video clips.
Why it matters
For Netflix, the feature could serve as a discovery tool, helping users decide what to watch without leaving the platform. It also positions the company more directly against social media apps that increasingly influence entertainment choices.
The rollout comes as streaming platforms experiment with new formats to keep audiences engaged, particularly on mobile devices where short-form viewing continues to grow.
