Netflix launches vertical video section in its app

Netflix is redesigning its mobile app with a dedicated vertical video section. The update will roll out to most users by late April. The interface will feature an infinite scroll inspired by TikTok and Instagram, though it won’t turn into a social network. The goal is clear: increase time spent in the app and improve content discovery.

The vertical format won’t show full movies in portrait mode. It also won’t include user-generated videos. Instead, Netflix will use short promotional clips from its own catalog. These snippets will highlight key scenes, emotional moments, or plot twists from series and films. The experience resembles channel surfing, but with a continuous, personalized flow.

The platform has been testing this feature in select markets for months. These trials helped refine the algorithm and navigation experience. While not officially confirmed, evidence suggests videos will be grouped by themes like "thrillers", "romantic comedies", or "sci-fi". This makes browsing more intuitive and aligned with each profile’s preferences.

"A dopamine-driven section to keep users longer on Netflix, but one that can become useful for discovering new content".

This move responds to a clear trend: the rise of short, visual content. Platforms like Disney+ are exploring similar formats. Netflix is integrating vertical videos without compromising quality. All content will be produced in-house, with professional editing and high technical standards. There will be no room for amateur clips or viral trends outside its ecosystem.

The update won’t replace the current interface. It will coexist with the traditional menu, accessible from the home screen. Users can swipe up to explore videos or keep browsing in grid mode. Flexibility is key: it adapts to different viewing habits without enforcing a single approach.