Netflix wants you to watch ‘Clips,’ its TikTok-like vertical video feed

2026-04-30 · Source: TechCrunch · Field: Technology & Digital — Artificial Intelligence & Machine Learning, Gaming & Interactive Media, Cloud Computing & IT Infrastructure · Depth: Intermediate, extended

Summary

Netflix is introducing "Clips," a new vertical video feed within its mobile app, designed to enhance content discovery by showcasing highlights from original programming. This feature, akin to Instagram Reels and building on Netflix's 2021 "Fast Laughs" initiative, aims to provide snackable entertainment for users on the go. The move reflects a broader industry trend towards vertical video, with other streamers like Peacock and Tubi also adopting similar experiences. Netflix's Chief Product and Technology Officer, Elizabeth Stone, emphasized that while the company is experimenting with vertical video and new content types like podcasts and interactive games, it is not directly competing with TikTok but rather focusing on unique entertainment moments for its members. Netflix is also expanding its business models to include ad-supported plans and live content, leveraging its Open Connect CDN and AWS infrastructure, while maintaining a creator-led approach to generative AI tools.

Key takeaway

For Product Managers developing streaming or content platforms, your strategy should embrace diverse content formats and interactive experiences to capture varied "moments of truth" for consumers. Consider how vertical video, live events, and cloud gaming can expand your offering, but ensure these innovations align with your core value proposition rather than simply mimicking competitors. Focus on enhancing user engagement through personalized and immersive features, leveraging your existing infrastructure and IP.

Key insights

Netflix is evolving its content and business models to meet diverse entertainment consumption patterns, including vertical video and interactive experiences.

Principles

• Prioritize unique member value over direct competition.
• Leverage existing infrastructure for new content types.
• Maintain human creativity at the core of AI integration.

Method

Netflix expands content types (live, games, podcasts) and business models (ad-supported plans) while developing new product experiences like vertical video feeds and interactive features, supported by its Open Connect CDN and AWS.

In practice

• Explore vertical video for mobile content discovery.
• Integrate live voting for interactive show experiences.
• Utilize mobile phones as controllers for TV-based games.

Topics

• Netflix Clips
• Vertical Video
• Live Streaming
• Gaming Strategy
• Ad-Supported Plans

Best for: Product Manager, Director of AI/ML, VP of Engineering/Data, AI Product Manager

Related on AIssential

• Here’s what Netflix’s new vertical video feed is like — Netflix is integrating a TikTok-like vertical video feed, "Clips," into its mobile app to boost content discovery.
• Enjoy new ways to create, search and stream on Google TV — Google TV integrates AI-powered creation, enhanced photo management, and short-form video content for a personalized big-screen experience.
• Netflix plans to add a vertical video feed, use AI for recommendations — Netflix is integrating AI across content creation, recommendations, and advertising while launching a vertical video feed.
• Peacock expands into AI-driven video, mobile-first live sports, and gaming — Peacock integrates AI and mobile-first features to transform its app into an interactive entertainment hub.
• Spotify wants to sell you the ticket before anyone else can buy it — Spotify integrates live events and video to deepen user engagement and diversify revenue beyond music streaming.
• Why Instagram is Losing Gen Z: We Asked 100 Users to Compare TikTok vs. Reels — Human evaluation is crucial for optimizing content algorithms beyond simple engagement metrics to capture genuine user delight.

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Editorial summary, takeaway, and curation by AIssential. Original article published by TechCrunch.