Netflix Borrowed from TikTok to Compel You to Watch More Movies and Series

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Netflix plans to launch a major update to its mobile app in late April, introducing a redesigned interface to simplify content discovery for subscribers. Chief Product Officer Eunice Kim has stated that the company has been developing this significant change for some time, aiming for a more modern design that optimizes the mobile viewing experience. The update includes a scrollable, discovery-centric interface featuring a new vertical video feed, similar to TikTok. This allows users to quickly swipe through clips, trailers, and sneak peeks to find content tailored to their preferences, and transition instantly to the full film or series with a tap. Reed Hastings, Netflix cofounder and current Chairman, communicated the update to stakeholders. Netflix explained the rationale for the redesign in a recent communication to shareholders regarding the first quarter of 2026. The company emphasized that the distinction between entertainment consumption on TV and mobile is increasingly blurred. For example, video podcasts see much higher mobile consumption during the day, indicating evolving user behavior.

Netflix Modernizes Mobile App with Vertical Video Format for Seamless Content Discovery (January Update)

Co-CEO Greg Peters anticipated the modernization of the mobile interface in January, emphasizing the need to ensure long-term platform growth. This new design follows an update introduced in 2025 for the Smart TV app. Netflix began testing the vertical video format in early 2025, displaying small trailers and clips on the initial screen. By adopting a vertical format for mobile, the streaming platform aims to capture more dynamic consumption habits and reduce the time users spend deciding what to watch.

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