Netflix Advances Vertical Video Experiments to Enhance Mobile Experience
Netflix’s Chief Technology Officer, Elizabeth Stone, announced at TechCrunch Disrupt 2025 that the streaming giant is actively experimenting with vertical video formats on mobile devices. This initiative aims to reimagine mobile content delivery by meeting users’ evolving consumption habits without directly competing with TikTok or similar short-form video platforms. Stone emphasized that while Netflix recognizes the appeal of “snackable” content, the service intends to complement its traditional long-form offerings rather than replicate the short-form video model popularized by apps like TikTok.
Adapting to Mobile User Preferences
When asked about Netflix’s position within the competitive mobile content landscape, Stone acknowledged that users sometimes seek quick, easily digestible content in addition to full-length shows, movies, or games. To address this, Netflix is developing a vertical video feed that allows users to scroll through clips from original titles, designed to inspire viewers to watch the full content. This feed, which was initially introduced as a test earlier in the year, is expected to evolve with new content types and interactive features that better align with mobile consumption habits.
Leveraging the Moments Feature for Social Sharing
Stone highlighted Netflix’s Moments feature, which allows users to clip and share favorite scenes from shows and movies. This tool introduces a social dimension to Netflix’s content by enabling users to share short clips with their networks. While not confirming specific plans, Stone indicated the potential to integrate these clips into the vertical video feed, expanding how users engage with and disseminate Netflix content.
“We’ve been innovating on Moments, which allows kind of a social connection to some of the content by allowing a member to take a clip and share it with their networks,” said Stone. “But [Netflix] is not intending to copy or chase exactly what a TikTok or others are doing because we think that there’s a certain type of entertainment — or moment of truth — that’s especially valuable to our members.”
Expanding Content Formats with Podcasts
In addition to video innovations, Netflix is exploring audio content through a recent partnership with Spotify to distribute podcasts on its platform. Stone confirmed that podcast offerings will be available across mobile and TV devices, with some content co-exclusive to both Netflix and Spotify. This strategy reflects Netflix’s broader goal to utilize new content canvases such as vertical video and podcasts to diversify its offerings and capture different audience moments.
Outlook for 2026 and Beyond
Elizabeth Stone indicated that users can expect to see these vertical video experiments and podcast integrations gradually roll out over the coming quarters and throughout 2026. Netflix’s approach will focus on innovation that enhances user engagement without diluting its core entertainment identity.
FinOracleAI — Market View
Netflix’s exploration of vertical video and podcast content represents a strategic effort to expand its mobile presence while preserving its unique value proposition. By avoiding a direct replication of TikTok’s format, Netflix aims to leverage its extensive content library and social sharing capabilities to offer differentiated experiences.
- Opportunities: Enhancing mobile engagement through new content formats; leveraging Moments to increase social sharing and user-generated promotion; expanding audience reach via podcast integration with Spotify.
- Risks: Potential dilution of brand identity if short-form content overshadows core offerings; challenges in monetizing new formats; competition from established short-form platforms remains strong.
Impact: Netflix’s measured innovation approach is likely to strengthen its mobile user engagement and diversify content consumption without undermining its core streaming business.
