Netflix is doubling down on its efforts in vertical video, launching a brand-new mobile feature called “Clips” that aims to drive engagement and discovery for its users.
Vertical video is nothing new on Netflix. It launched Previews in 2018, then Fast Laughs in 2021, but Clips represents a major expansion of that concept, spanning all genres with a heavy focus on personalization, and is closer to TikTok or YouTube Shorts than what came before.
When it launches, it will include clips from the Netflix library and some new shows, with a regular rhythm of clips expected to be added on a regular basis. Eventually, clips from podcasts and live events will be added to the clips feature as well. There will also be themed collections based on genres and formats.
The custom algorithm means that two users who enjoyed the same movie or show may end up watching completely different clips.
Of course, Netflix is not TikTok, nor is it trying to be. The goal of Clips is ultimately to get people to watch a movie or TV show on Netflix, most likely on their TV. But with people choosing to watch vertical videos on their phones on the go, Netflix needs to get rid of this problem as well.
And because it’s Netflix, you know it’s not stopping anytime soon, and there will always be more to come.
“Mobile is an important part of how Netflix members stay connected to the entertainment they love,” said Elizabeth Stone, Chief Product and Technology Officer at Netflix. “With our improved navigation and videos, and our new vertical video feed, we’re building on past learning to deliver an experience designed for the way members want to enjoy Netflix on their phones: for the moments in between, to discover a new title, or for a quick laugh.” “Our vision is to make our mobile experience as entertaining as what you watch, delivering increasingly personal and immersive experiences to suit any mood or moment. This is just the beginning.”
Vertical video has become a top priority for premium streamers, given the rapid growth of platforms like Reels and TikTok. Disney+ launched vertical video on its platform last month (they’re calling them “Verts”), leaving the door open to the possibility of adding genre creator content in the future.
Peacock will launch live vertical video of NBA championship and sports coverage, and will bring in an AI avatar of Andy Cohen to guide Bravo viewers through the tribulations of that brand’s shows.
