Netflix is set to expand its experiments with vertical video formats, aiming to enhance user engagement without directly competing with platforms like TikTok. This initiative reflects Netflix’s ongoing efforts to adapt to evolving viewer preferences and integrate innovative content delivery methods.
In recent years, vertical video has surged in popularity, primarily due to the widespread use of smartphones and the success of social media platforms that prioritize this format. Recognizing this trend, Netflix has been exploring ways to incorporate vertical video into its platform to offer a more immersive and personalized viewing experience.
One of Netflix’s early forays into vertical video was the introduction of the Fast Laughs feature in 2020. This feature presented users with a feed of short, humorous clips from Netflix’s extensive library, allowing for quick, engaging content consumption. The design and functionality of Fast Laughs bore a resemblance to TikTok, with users able to swipe vertically through the clips and interact with them via on-screen buttons. ([techcrunch.com](https://techcrunch.com/2020/11/12/netflixs-latest-experiment-is-a-tiktok-like-feed-of-funny-videos/?utm_source=openai))
Building on the success of Fast Laughs, Netflix expanded its vertical video offerings in 2021 by launching a similar feature tailored for children. Dubbed Kids Clips, this feature provided younger audiences with a curated selection of short-form videos from Netflix’s children’s programming. The goal was to offer a safe and entertaining browsing experience for kids, leveraging the vertical video format’s appeal. ([techcrunch.com](https://techcrunch.com/2021/11/09/netflix-to-launch-a-short-form-video-feature-for-its-kids-profiles-on-ios/?utm_source=openai))
In 2025, Netflix took a significant step by testing a new mobile-only vertical feed that showcased clips from its original titles. This feature allowed users to scroll through curated clips and provided options to watch the full show or movie, save it to their list, or share it with friends. The clips were selected from the Today’s Top Picks for You section, ensuring a personalized experience for each user. This experiment was part of Netflix’s broader strategy to retain viewer attention in an increasingly competitive digital landscape. ([techcrunch.com](https://techcrunch.com/2025/05/07/netflix-is-getting-into-short-videos-with-a-new-vertical-feed-for-mobile/?utm_source=openai))
Despite these ventures into vertical video, Netflix’s Chief Technology Officer has emphasized that the company does not aim to compete directly with platforms like TikTok. Instead, Netflix’s focus is on enhancing its core streaming service by integrating features that align with its content and audience. The vertical video experiments are seen as complementary to Netflix’s existing offerings, providing users with new ways to discover and engage with content.
The entertainment industry has witnessed a broader trend of streaming services experimenting with short-form and vertical video content. For instance, Peacock introduced mini-games and a vertical video feed in 2025 to attract a younger demographic and diversify its content delivery methods. ([techcrunch.com](https://techcrunch.com/2025/01/07/peacock-is-experimenting-with-mini-games-and-short-videos/?utm_source=openai)) Similarly, Twitch began testing vertical video streams to adapt to changing viewer habits and compete with platforms like TikTok and Instagram Reels. ([techcrunch.com](https://techcrunch.com/2025/07/17/twitch-starts-testing-vertical-video-streams/?utm_source=openai))
Netflix’s approach to vertical video is part of its larger strategy to innovate and adapt to the evolving media consumption landscape. By experimenting with new formats and features, Netflix aims to enhance user engagement and maintain its position as a leading streaming service. These initiatives reflect Netflix’s commitment to staying ahead of industry trends and meeting the diverse preferences of its global audience.
In addition to vertical video experiments, Netflix has been investing in other areas to enrich its platform. The company has explored cloud gaming, opening a new studio in Southern California to expand its gaming offerings. ([techcrunch.com](https://techcrunch.com/2022/10/18/netflix-to-expand-into-cloud-gaming-opens-new-studio-in-southern-california/?utm_source=openai)) Furthermore, Netflix has embraced generative AI to improve content recommendations and streamline production processes, demonstrating its commitment to leveraging technology to enhance the user experience. ([techcrunch.com](https://techcrunch.com/2025/10/21/netflix-goes-all-in-on-generative-ai-as-entertainment-industry-remains-divided/?utm_source=openai))
As Netflix continues to experiment with vertical video and other innovative features, it remains focused on delivering high-quality content and a seamless viewing experience. These efforts underscore Netflix’s dedication to adapting to changing viewer behaviors and technological advancements, ensuring it remains a dominant force in the streaming industry.
