Netflix To Redesign Its App To Boost Daily Engagement Against Social Rivals
As YouTube, TikTok, and Instagram continue to dominate mobile viewing, Netflix is rethinking how its app fits into a social-first video landscape. During its fourth-quarter earnings call on Tuesday, the company announced plans to revamp its mobile app. At the same time, it said it will expand its short-form video feature.
Notably, this feature could help promote a new slate of original video podcasts introduced last week.
Set to launch later in 2026, the redesigned mobile app aims to support the platform’s long-term expansion. Additionally, the update will create a base for continuous testing and improvement. As a result, the company can refine the experience over time.
Vertical Video Feeds Move to the Center
At the core of the redesign is deeper integration of vertical video feeds. Netflix has been experimenting with these feeds since May. In this format, users scroll through short clips from shows and movies. Therefore, the experience feels similar to TikTok and Instagram Reels.
Because short clips encourage fast discovery, they may help viewers find content more quickly. In turn, this could increase time spent inside the app.
Video Podcasts Expand the Discovery Strategy
Netflix is also making a strong move into video podcasts, a space where YouTube has long led. This week, Netflix launched its first original video podcasts, featuring high-profile hosts.
Moreover, the company has partnered with major podcast platforms to bring established video podcast libraries to its service. These deals include tie-ups with Spotify and iHeartMedia.
Together, these moves highlight a broader effort to make discovery and daily engagement feel more like a social platform. However, Netflix continues to present the strategy as experimentation rather than imitation. As the streaming market evolves, platforms are no longer competing only with each other. Instead, they are battling for attention across the entire entertainment industry.
