Netflix launches TikTok-style vertical feed alongside AI recommendations

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This month, Netflix is adding a new feature: a scrolling feed of vertical videos similar to TikTok. This move allows users to discover content in a way that resembles popular social media apps, as streaming services try to adapt to how people are consuming video online.

This feature, which has been in development since 2025, lets users quickly browse short clips from TV shows, movies, and podcasts. It’s designed to help them discover new things to watch without having to start a full episode or film.

This change is happening as other streaming services also begin to offer similar video formats. Disney+ has already announced it will launch its own short-form video section in 2026, showing a growing trend in the industry towards videos designed for mobile devices.

Netflix leans into AI for recommendations and content tools

In addition to the updated feed, Netflix is increasingly using artificial intelligence to improve how viewers find shows and movies, and also in the process of making new content.

The company has launched a search feature using ChatGPT and plans to use even more advanced AI to provide better content recommendations.

According to co-CEO Gregory Peters, while the company has worked on personalized recommendations for twenty years, they believe significant improvements are still possible with the help of new technologies, as he stated during the first-quarter earnings call.

New recommendation system designs make personalization better and allow for faster improvements. We can now easily add support for various kinds of content.

Netflix co-CEO Ted Sarandos explained that AI will increasingly be used in content creation, but human creators will remain essential.

We believe Generative AI will improve content creation by providing enhanced tools and workflows. While AI won’t replace talented artists, it will empower them with better resources to realize their creative ideas.

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2026-04-17 18:18