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Netflix to launch vertical video feed, app redesign to compete with rivals

As the firm eyes the acquisition of Warner Bros., Netflix is adapting its theatrical and mobile strategies to win the broader fight for consumer attention.

3 min readNew DelhiUpdated: Jan 22, 2026 08:57 AM IST

The focus is on enhancing entertainment discovery through mobile-first innovations rather than emulating platforms like TikTok.(Image: Reuters)

Netflix is reconsidering how its app fits into the social-first video world as YouTube, TikTok, and Instagram continue to dominate mobile watching. The firm revealed plans to extend its short-form video feature and redesign its mobile app during its fourth-quarter results call on Tuesday. The company notes that this might help promote the new line of original video podcasts it debuted last week.

Netflix’s co-CEO Greg Peters announced that a revamped mobile app will launch in late 2026, aimed at enhancing the company’s long-term business expansion. This update will enable continuous testing and optimisation of the app.

One of the key steps in the new system involves the more complex integration of vertical videos, which is essentially a service that has been in the testing phase since the last week of May. The new system enables the videos, whether they are part of Netflix or a movie, to be shown in the same manner as Reels in Instagram or TikTok.

Also Read | Netflix will now pay all cash for Warner Bros to keep Paramount at bay

During an earnings call, Peters said, “You can imagine us bringing more clips based on new content types, like video podcasts,” which indicated that Netflix views swipeable short-form clips as a potent tool for drawing users in and extending their stay on the app.

Netflix is making inroads in the video-podcast space, which was always controlled by YouTube, by launching its first-ever video podcasts in association with popular personalities such as Michael Irvin and Pete Davidson. It is partnering with leading players in the podcast industry, including Spotify and iHeartMedia. This initiative aims at enhancing in-depth interaction and discovery, which largely follows social behaviour.

Nevertheless, Netflix asserts that this approach is only a test and not an imitation, according to CTO Elizabeth Stone at the TechCrunch conference. The focus is on enhancing entertainment discovery through mobile-first innovations rather than emulating platforms like TikTok.

Co-CEO Ted Sarandos discussed the broader change in the streaming market on the results call, pointing out that services are now in competition with the whole entertainment sector rather than just one another.

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“There’s never been more competition for creators, for consumer attention, for advertising and subscription dollars, and the competitive lines around TV consumption are already blurring. TV is not what we grew up on. TV is now just about everything. The Oscars and the NFL are on YouTube…Apple’s competing for Emmys and Oscars, and Instagram is coming next,” Sarandos said.

Also Read | How Netflix won Hollywood's biggest prize, Warner Bros Discovery

Sarandos also highlighted Netflix’s changing approach to movies, pointing out that the firm recently changed its approach to theatrical releases as it gets ready to buy Warner Bros. With the trend of ever-blurring lines between social, streaming, and film experiences, this reflects an adaptability to alternative methods.

Netflix brought in revenue of $45.2 billion in the year 2025, with over $1.5 billion of which was from advertising. Netflix passed the mark of 325 million paid subscription holders in the fourth quarter.

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