App redesign: Netflix focuses on vertical videos like TikTok.
The swipe thumb determines what we see – soon also on the streaming giant.
Netflix is significantly redesigning its mobile app and aligning itself more with the TikTok model: short, vertical clips that can be scrolled through endlessly with a swipe gesture.
Series and films are no longer discovered solely through covers and descriptions, but also through video snippets designed to arouse curiosity – or simply to provide a brief distraction.
Between trailers and sensory overload
Initial tests are already underway, and the global rollout is scheduled to begin in 2026. Netflix aims to capture attention more quickly, particularly on the iPhone, and keep users engaged in the app for longer.
The vertical videos show excerpts from series, films, or comedy formats. A single tap is all it takes to jump directly to the relevant production.
This is strongly reminiscent of social networks, including their algorithmic selection.
More swiping, less peace
Critics fear that the classic act of browsing will bea lost. Series are no longer discovered, but rather "swiped." Long films and slow-paced narratives, in particular, only partially fit into this new rhythm.
Gen Z logic instead of cinematic feeling
Netflix is clearly targeting younger users who grew up with TikTok. The question is whether a streaming service has to sacrifice its image for this, or whether two worlds are being unnecessarily mixed.
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