Streaming giant Netflix is preparing a significant redesign of its mobile application as it looks to increase daily user engagement and compete more directly with social media platforms such as TikTok, Instagram, and YouTube.
According to a report by TechCrunch, the planned revamp aims to move the Netflix app away from being just static catalogue of shows and films and turn it towards a more dynamic, discovery-led experience. While Netflix continues to be the world’s largest paid streaming service, it faces growing competition for users’ time from platforms built around short, habitual viewing.
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What may change in the app?
According to the report, the redesigned Netflix app is expected to introduce a personalised feed that highlights trending clips, recommendations and prompts linked to popular titles. Short video previews which are designed to resemble the scrolling experience of platforms like TikTok, are also likely to feature prominently.
Netflix is also exploring interactive elements such as polls, quizzes and discussion features that are tied to shows and films. The idea, as per the report is to encourage users so that they open the app more frequently, even when they are not planning to watch a full episode or movie.
The focus of the redesign is expected to be daily discovery, nudging users to explore content beyond their usual watchlists.
Why daily engagement matters?
One of Netflix’s key challenges is that viewing on the platform is often episodic. Users may binge-watch a series but go days without opening the app. Social media platforms, by contrast, are designed for frequent, short visits that build habit.
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By reworking its app experience, Netflix is aiming to narrow this gap. More frequent app visits could help improve subscriber retention, increase the visibility of its content library and, in markets where advertising-supported plans are available, strengthen its ad business.
The redesign also comes at a time when competition for user attention is intensifying across all the streaming, social media and gaming platforms which is making engagement not just subscriber numbers but a growing priority for digital services.
Netflix has not yet announced a timeline for the rollout of the redesigned app.
