Netflix has begun testing vertical short-form video on mobile devices as part of a broader strategy to diversify content offerings while maintaining its distinction from user-generated content (UGC) platforms. The company’s CTO, Elizabeth Stone, outlined the initiative at TechCrunch Disrupt 2025 last week, emphasizing that Netflix aims to provide “snackable” content without directly competing with TikTok.

“We’re testing a vertical video feed on mobile devices that starts to reimagine what mobile is, and kind of meets consumers where they are now and how they’re using mobile today,” Stone said during the conference.

The vertical feed, which will feature curated clips from Netflix’s original titles, builds upon an initiative announced in May. The feature appears on the in-app homepage and allows users to scroll through personalized content from the “Today’s Top Picks for You” section.

Focus on Platform-Specific Content, Not UGC

Stone clarified that Netflix does not intend to mirror TikTok’s approach, but instead aims to highlight a specific type of entertainment valuable to its members.

“[Netflix] is not intending to copy or chase exactly what TikTok or others are doing because we think that there’s a certain type of entertainment – or moment of truth – that’s especially valuable to our members,” she said.

The company plans to integrate its “Moments” feature, which allows users to clip and share favorite scenes from shows or movies. While Stone did not explicitly confirm that user-clipped content will appear in the vertical feed, she indicated the company would experiment with “different types of content” and “different ways to clip and share content.”

Gen Z Appeal and Strategic Positioning

Research suggests the move could strengthen Netflix’s position with younger viewers. According to Toluna data cited by EMARKETER, 79% of US Gen Zers report that adding a shorts feature to a streaming service would increase their weekly app usage.

Netflix currently accounts for 8.3% of U.S. streaming watch time, second to YouTube’s 12.6%, according to Nielsen. EMARKETER believes the vertical video initiative could help close this gap while aligning the platform with modern viewing habits.

Expanding Content Experiments

Netflix’s vertical video strategy extends beyond clips from existing shows. Stone revealed that the company’s recent deal with Spotify to distribute podcasts will also use the vertical video format.

“We’ll use some of these new canvases we have, like vertical video, to start to experiment with new content types – and that includes something we announced more recently, which is podcasts,” Stone said.

Some podcast content will be co-exclusive across Netflix and Spotify, appearing on both mobile and TV platforms.

For marketing professionals, Netflix’s entry into short-form video presents potential new advertising opportunities. The platform’s approach could offer advertisers a brand-safe alternative to user-generated content platforms, leveraging Netflix’s extensive content metadata and contextual targeting capabilities.

These experiments represent part of a broader product development at Netflix, which earlier this year also revealed plans for an AI-powered search tool and improved real-time recommendations. According to Stone, users can expect to see these experiments roll out throughout 2026.”

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