In a move to simplify how users discover and engage with content, Netflix is preparing for a major shift. Seeing how tech companies like YouTube, TikTok, and Instagram are dominating mobile viewing, the streaming giant seems to want a piece of that action. Netflix is redesigning its app to fit into the social-first video landscape. This will apparently make the app experience more immersive and, most importantly, more aligned with modern-day viewing habits.
The redesigned Netflix app will launch later this year
During the fourth-quarter earnings call on Tuesday (January 20th), Netflix revealed its plans to revamp its mobile app and expand its short-form video feature. This could also help promote the new slate of original video podcasts it introduced last week. The redesigned Netflix app will roll out later this year.
According to co-CEO Greg Peters, the Netflix app redesign is intended to “better serve the expansion of the business over the decade to come.” This will also help the company to “iterate, test, evolve, and improve” its offering over time.
Vertical video feeds and podcasts
The biggest change coming is the deeper integration of vertical video feeds. Netflix has been experimenting with this format since May last year. This feed will display short clips from Netflix shows and movies. This feels familiar to TikTok and Instagram Reels. Netflix hopes that these will instantly catch the attention of users and eventually pull them towards full episodes/movies.
Beyond just traditional content streaming, Netflix is also making a significant push into video podcasts. It debuted its first original video podcasts, including shows hosted by “high-profile personalities such as Pete Davidson and Michael Irvin. In fact, it even partnered with major podcast players to bring established podcast libraries to the platform. This includes tie-ups with Spotify and iHeartMedia.
Keep users engaged
With these two moves, it’s evident that Netflix wants to make content discovery and daily engagement on its platform feel more like a social media platform experience. It is positioning its strategy as experimentation rather than imitation. During the earnings call, co-CEO Ted Sarandos reflected on a shift in the streaming industry. Services are apparently no longer competing with other streamers, but with the entire entertainment industry for user attention.
In 2025, Netflix delivered $45.2 billion in revenue, with ad revenue rising to over $1.5 billion. It even crosses 325 million paid subscriptions milestone in the fourth quarter.
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