Netflix is doubling down on mobile video, with plans to significantly expand its vertical video feed by 2026. The streaming giant sees social media platforms like Instagram and TikTok as direct competitors and is responding by embracing short-form, mobile-first content. This shift isn’t just about keeping up with trends; it’s a fundamental adjustment to a media landscape where “TV is now just about everything,” as Netflix Co-CEO Ted Sarandos put it during the company’s recent earnings call.
The Rise of Vertical Video
The company is already testing expanded mobile experiences, including vertical clips from its existing TV shows and movies. New content types, such as segments from video podcasts, will be integrated into the vertical feed later this year. This move reflects a broader trend in Hollywood, where dedicated production studios are now focused on mobile-first content. The market for these short-form vertical dramas is already a “multi-billion dollar global phenomenon,” according to Variety, making it an attractive area for growth.
Why Now? Competition in the Streaming Space
Netflix’s adaptation to vertical video comes as traditional TV viewing habits continue to evolve. Major events like the Oscars and NFL games are increasingly streamed on platforms like YouTube, blurring the lines between traditional broadcasting and digital streaming. Competitors like Amazon (through its acquisition of MGM) and Apple (competing for industry awards) are further diversifying the media landscape.
To remain relevant, especially with younger audiences (Gen Z), Netflix is strategically leaning into bite-sized vertical clips from live programming (WWE Raw, Star Search) and popular shows (Stranger Things, KPop Demon Hunters). This isn’t just about attracting viewers; it’s about meeting them where they are: scrolling through their phones.
Mobile Interface Overhaul Coming in 2026
Beyond content, Netflix is also planning a major overhaul of its mobile interface, set to roll out in 2026. According to Co-CEO Greg Peters, this redesign will “better serve the expansion of our business over the decade to come.” The company intends to iterate on this new interface continuously, testing and improving the user experience as the mobile market evolves.
“We’ll bring the sort of appropriate components of that into that vertical video feed.” – Greg Peters, Netflix Co-CEO
This strategy is a clear indication that Netflix recognizes the dominance of mobile viewing and is adapting its platform to secure its position in the future of entertainment. The company isn’t just reacting to trends; it’s actively shaping them.
