The feature will enable users to watch short, vertical-format videos curated based on their individual viewing preferences. The new section, titled “Today’s Top Picks for You,” will recommend videos aligned with users’ interests—be it movies, series, or genres they typically enjoy on Netflix.
Additionally, these short videos will be swipeable and easy to share. Users can save their favorite clips or send them directly to friends, creating a more interactive and social experience within the app.
Short-form video content has exploded in popularity, with platforms like Instagram and YouTube dominating the space. Many users turn to these apps for a quick break rather than committing to longer content. Netflix’s new move aims to keep users engaged within its ecosystem by offering similar bite-sized entertainment.
Industry observers note that this is a strategic response to the growing competition in the digital entertainment market. With attention spans shortening and mobile consumption on the rise, Netflix is adapting to changing user behavior to maintain and grow its user base.
The short video feature is currently being tested among select users in the United States. A broader U.S. rollout is expected soon, but Indian users will have to wait. Netflix has not yet made any official announcement about when the feature will be available in India.
Analysts suggest that if implemented successfully, this feature could significantly boost user engagement. It would not only increase the time users spend on the app but also help Netflix strengthen its presence among mobile-first audiences.
With this latest innovation, Netflix is making it clear that it doesn’t just want to be your go-to for binge-worthy shows—it wants to be your daily entertainment destination.