Netflix is planning to commence testing a TikTok-like feed of short vertical videos on its mobile app, allowing subscribers to discover shows or movies they might want to watch. The streamer plans to begin this test soon.
This feature will enable viewers to add selected movies or TV shows to their watchlist for later viewing—or they can start watching content right away. Subscribers will also be able to share recommendations with friends or close ones, in a manner similar to TikTok.
In 2021, Netflix launched a TikTok-inspired feed called “Fast Laughs” to entertain and engage users. However, this new test appears to be far broader in terms of scale and reach.
In addition to integrating the vertical video feed, Netflix is also running beta tests for an AI-based search feature on iOS. This tool enables viewers to receive tailored title recommendations based on their specific search queries.
Moreover, Netflix is set to significantly redesign its TV interface as it expands into gaming and live programming. The company announced that this revamped home screen will be gradually introduced to users in different regions over the coming weeks and months.
The upcoming TV interface will boast a cleaner, more contemporary look, focusing more on visual displays of shows and movies while also providing more relevant details.
Titles will now feature indicators highlighting popularity, awards, or other notable aspects. Additionally, shortcuts that were previously located on the left side of the screen will now be positioned at the top for easier access.
All of these features showcase just how far Netflix has come in the streaming world. For instance, the short vertical video feed, similar to TikTok, is designed to make content discovery more engaging and seamless. By presenting content in a visually attractive and easily digestible format, it can grab users’ attention more effectively than traditional browsing.
This could lead the streamer toward improved personalisation. Over time, the algorithm supporting the feed will learn user preferences based on interactions, such as swipes, shares, number of watches, and more, resulting in more accurate recommendations and increasing the likelihood of users finding content they enjoy.
The ability to easily share recommendations mirrors TikTok’s viral nature. This can drive organic growth and boost viewership as users share content they enjoy, prompting others to check it out.
Furthermore, showcasing relevant information, such as accolades, popularity, and reviews, directly on titles helps users make quicker, more informed decisions. This can reduce browsing time and increase viewer satisfaction.
That said, Netflix must be cautious with the TikTok-style feed, as it could discourage viewers from exploring the platform’s diverse content. The risk of repetitive or overly promotional clips popping up also exists. Let’s see how Netflix handles these potential challenges. Stay tuned for more updates.