Netflix introduces a TikTok-style feed that leads you directly to a binge-watching experience.

      Since 2018, Netflix has been testing vertical videos similar to those found on social media platforms, starting with mobile previews that offered 30-second snippets. Three years later, the streaming service launched Fast Laughs, a continuously scrolling feed of clips from its content.

      However, these features have been limited in availability, and the rollout has been somewhat inconsistent. As of 2025, I still cannot access any of these features on Android or iOS, despite living in a major market for the platform.

      It appears that Netflix is taking another approach to this concept. Earlier today, the company announced a significant revamp of the Netflix homepage experience, which includes enhancements to the Search and recommendation systems. Additionally, they unveiled a TikTok-inspired vertical video feed featuring highlight clips from their TV shows and films.

      Why is this important?

      A video feed of brief clips is an intriguing method to engage users temporarily, but it is not a social media platform where users can comment or engage with a community. Netflix is aware of this distinction and is not marketing the feed as a social media platform.

      The primary goal is to provide users with a preview of content, allowing them to streamline their choice to start watching directly on their preferred device. It's well-known that users often spend a lot of time scrolling through content catalogs or discussing what to stream with friends.

      With the vertical feed, users will be able to browse through a selection of well-edited clips and determine if they wish to explore further. In contrast to Fast Laughs, which highlighted “hilarious series and films including laugh-out-loud stand-up specials,” the new vertical video feed will feature content from various genres and categories.

      What’s the strategy?

      Encouraging users to watch the full movie or series is one of the main goals of the vertical video feed. It will be prominently featured on the homepage, although Netflix refers to it as a limited test. It will be accessible to users worldwide and will be gradually rolled out over the coming weeks.

      Additionally, this approach serves as a smart strategy to entice potential new subscribers to join Netflix. The streaming service has stated that users will be able to share clips directly with friends and family, similar to sharing on platforms like Instagram and TikTok.

      The vertical video feed will be available to all subscription tiers. When asked if the company plans to include ads between the vertical videos, Netflix executives informed the media that there are no immediate plans for this, though the company continually seeks new advertising opportunities without compromising the user streaming experience.