"If you have the Netflix app on your phone, chances are that it's competing for your attention, not only with other streaming platforms, but with apps such as TikTok and Instagram. So it's perhaps not surprising that the streaming giant is copying techniques that those social media platforms use. In other words, it's making changes to get you scrolling and keep you there."
"Vertical videos were introduced to the Netflix app in May 2025. Users around the world gained access to clips promoting its original titles. The buttons next to each clip let viewers save the title for later or go straight to the film or TV show. But other content, including clips of video podcasts - which are new to the platform - will soon join it. The platform has established partnerships with Spotify and iHeartMedia to share their podcast libraries."
Netflix is incorporating social-media-style features into its mobile app, aiming to increase user attention and session time. The app introduced vertical videos in May 2025 that showcase clips promoting original titles with buttons to save or play the full film or show. Netflix is adding video podcast clips and has partnered with Spotify and iHeartMedia to integrate their podcast libraries. The company is also developing original podcasts such as The White House by Michael Irvin and other projects to expand audio-visual offerings. The strategy aims to blur boundaries between traditional streaming and social platforms and boost user engagement within the app.
Read at Tech Advisor
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