Netflix is trying to vertical video as a approach to experiment with new content material varieties, stated CTO Elizabeth Stone, talking on the TechCrunch Disrupt 2025 convention on Tuesday. The exec famous the corporate didn’t need to compete straight with apps like TikTok or different short-form drama apps, however did acknowledge there are extra ways in which Netflix can make the most of the cellular platform.
In response to a query in regards to the aggressive panorama on cellular, Stone agreed there are occasions when shoppers are searching for one thing Netflix provides, like a TV present, film, or sport, however there are different occasions they need “one thing extra snackable.”
In these moments, Netflix wants to have the ability to supply “a broader number of content material,” she stated.
“We’re testing a vertical video feed on cellular units that begins to reimagine what cellular is, and form of meets shoppers the place they’re now and the way they’re utilizing cellular in the present day.”
That feed, introduced earlier this yr as a take a look at, permits members to scroll by way of clips of its authentic titles. The aim is to encourage Netflix customers to be impressed to look at the present or film.
Nonetheless, the corporate might have larger plans for the way that feed will be utilized, Stone’s feedback steered.
The exec pointed to Moments, a video clipping characteristic within the Netflix app that lets customers clip and share their favourite scenes from a present or film.
There’s potential for seeding these brief clips into the vertical video feed, however Stone didn’t straight affirm this plan. As an alternative, she stated extra vaguely the corporate would experiment with “various kinds of content material” that could possibly be within the vertical feed, in addition to “alternative ways to clip and share content material.”
“We’ve been innovating on Moments, which permits form of a social connection to a number of the content material by permitting a member to take a clip and share it with their networks,” she stated. including that the characteristic is a kind of short-form expertise.
“However [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, and we really want to be focused there, versus trying to be all things at every moment, which I don’t think needs to be a core part of the strategy,” Stone added.
Another experiment involves podcasts, thanks to Netflix’s recent deal with Spotify to distribute podcasts on its platform.
“We’ll use some of these new canvases we have, like vertical video, to start to experiment with new content types — and that includes something we announced more recently, which is podcasts,” Stone added, noting that some podcast content would be co-exclusive across Netflix and Spotify and would come to life on both mobile and TV.
The exec said users will see these experiments will be out in the next few quarters and throughout 2026.
