Netflix has rolled out a redesigned mobile experience with new ‘Clips’ feature aimed at improving how users discover content on their phones.
The update has introduced a vertical feed and streamlined navigation designed to display titles more quickly. ‘Clips’ will present short, personalised video previews of movies, series and specials to promote discovery.
With the new feature, users will be able to add titles to ‘My List’, share recommendations to your friends and followers via text or social media and explore and browse through a personalized feed of titles.
Netflix is set to expand the new feature in the future, to include podcasts, live programming and collections based on genres or specific interests.
The move reflects a broader shift in viewing and consumption behaviours driven by platforms such as TikTok and Instagram. With users increasingly consuming short, scroll-based content, platforms, like Netflix, have had to adapt discovery tools and interfaces accordingly.
The introduction of this new feature follows Netflix’s overhaul of its TV interface last year. It was one of the streaming platform’s most significant updates in a decade. The overhaul was focused on simplifying navigation, improving content discovery and making recommendations more prominent on the home screen.
Netflix, chief product and technology officer, Elizabeth Stone, said: “Mobile is an important part of how Netflix members stay connected to the entertainment they love. With our enhanced navigation and Clips, our new vertical video feed, we’re building on past learnings 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 a quick laugh.”
“Our vision is to make our mobile experience as entertaining as what you watch, delivering increasingly personalized, immersive experiences for any mood or moment. This is just the beginning.” Stone added.
The ‘Clips’ feature is available in the US, the UK, Australia, Canada, India, Malaysia, Pakistan, the Philippines and South Africa. It will roll out to the rest of the world in the months to come.
The changes follow last year’s overhaul of the TV interface and are rolling out across multiple markets, including Australia.
