"Netflix redesigns are common. Just a few months ago, the company made its biggest app revamp in years on streaming boxes and smart TVs. In 2023, the service launched a redesigned version of its iPhone and iPad app to make everything feel snappier, improving profile switching and changing how users previewed titles, which made Netflix even better on smartphones compared to other streaming platforms."
"While Netflix has been experimenting with vertical video feeds for a while, seemingly pivoting toward a social platform design, the company believes the change will "better serve the expansion of our business over the decade to come," Netflix's CEO Greg Peters said in the earnings call. "You can imagine us bringing more clips based on new content types, like video podcasts.""
"This change is likely meant to retain users on the app longer. After all, instead of users just binge-watching new episodes of a show, they could also watch snippets of series and TV shows in the main feed. This upcoming change makes even more sense when you think about the new video podcasts feature, as this is a format that other platforms have explored in the past."
Netflix is shifting focus from competing with cable TV toward rivaling social media apps by emphasizing short-form, vertical video and video podcasts in its mobile app. The company plans a mobile revamp to expand short-form features and promote a new video podcast format. Recent redesigns on TVs and mobile aimed to improve snappiness, profile switching, and title previews, enhancing the smartphone experience. Executives say vertical feeds and clips will support business expansion over the next decade. The strategy intends to increase session length by surfacing snippets and clips in the main feed, resembling Instagram Reels or YouTube Shorts.
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