Netflix Mobile App Embraces Vertical Video in Major Redesign

Netflix is doubling down on vertical video. The streaming giant plans to deeply integrate the short-form format into its mobile app later this year, according to TechCrunch, a move aimed at capturing a larger share of mobile viewing time and directly competing with platforms like TikTok and YouTube Shorts. As a mobile and apps editor, I've seen this trend accelerate, and Netflix's adaptation feels like a necessary step, not just an option.

The redesign follows a six-month test period where Netflix experimented with vertical video clips to promote its movies and TV shows. Users familiar with TikTok or YouTube Shorts will recognize the swipe-to-advance interface. "You can imagine us bringing more clips based on new content types, like video podcasts,” co-CEO Greg Peters stated during a recent earnings call, signaling a broader vision for the feature beyond traditional trailers.

More Than Just Movie Trailers: Vertical Video Expands to Podcasts

This isn't just about trailers anymore. Netflix's foray into video podcasts, including shows from Michael Irvin and Pete Davidson, suggests a significant shift in content strategy. The streamer is also offering hosting for established podcasts like the Bill Simmons Podcast. By offering these podcasts in a vertical video format, Netflix aims to attract and retain mobile users who prefer consuming content in bite-sized pieces. I'm particularly interested to see how they format audio-first content into a visual medium. It could be a game-changer, or it could fall flat.

Chasing Mobile Dominance: Can Netflix Compete?

Netflix's move comes amid increasing competition from YouTube and other social media networks vying for mobile users' attention. Despite this, Netflix remains a dominant player, reporting $45.2 billion in revenue in 2025, including $1.5 billion from its ad-supported tier. The service boasts 325 million paid subscribers globally. The big question is whether vertical video integration will be enough to maintain its edge. It's a bold move, no doubt, but the execution will be crucial. Simply replicating TikTok won't cut it; Netflix needs to bring its own unique spin to the format. They've got the content library; now, they need to nail the presentation.

Ultimately, this redesign reflects a broader industry trend toward mobile-first content consumption. Netflix understands that to stay competitive, it needs to meet users where they are—on their smartphones, craving quick, engaging content. The deeper integration of vertical video and video podcasts could be a winning strategy, but only time will tell if Netflix can truly conquer the vertical video landscape. If they can, Netflix will further cement its position as a leader in the streaming wars. It's a brave move that has the potential to make a significant impact on the industry.