Netflix is making one of the most interesting changes to its app experience in years, introducing a new “Clips” feature , a vertical stream of short videos that is reminiscent of TikTok and Instagram Reels. The move marks the streaming service ’s gradual shift toward faster, algorithmically curated content experiences.
Netflix: “Clips” as a content discovery tool
According to Netflix, the new tool is not intended to replace the traditional viewing experience of series and movies, but to act as a discovery mechanism. “Clips” presents short excerpts from series, movies and special productions on the platform, tailored to each user’s preferences.
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As the company says, it is a personalized feed of short clips that helps the viewer decide what to watch next, without having to endlessly browse content catalogs. The logic is simple: instead of passively searching, the user is exposed to “smartly” selected highlights that immediately grab attention.
The shift to vertical video and the impact of TikTok
Netflix's adoption of vertical video is not an isolated phenomenon. In recent years, the format has dominated the internet, with platforms like TikTok and Instagram Reels fundamentally changing the way content is consumed.
Even professional networks like LinkedInhave integrated vertical video into their mobile experiences, confirming that the format is now firmly established. Netflix, watching this shift, is trying to adapt to a new reality where user attention spans are shorter and more fragmented than ever.
From “Fast Laughs” to the new microcontent ecosystem
The platform isn’t starting from scratch. It launched its “Fast Laughs” feature back in 2021, which offered short, humorous clips from stand-up and sitcoms. “Clips” seems to be the evolution of that idea to a more comprehensive level, extending the logic across the platform’s entire content.
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The difference is that now the experience is not limited to humor, but extends to drama, reality shows, movies and possibly even upcoming projects, creating a complete ecosystem of “micro-entertainment”.
The rise of microdramas and the new viewing habit
At the same time, the microdramas industry is reinforcing this trend. These are productions with very short episodes, often under ten minutes, designed specifically for mobile viewing. The phenomenon began in Asia, but is now expanding dynamically in the United States and Europe.
This form of storytelling has changed the way users perceive stories, as they can consume entire narratives in short sessions, without the commitment of a full hour-long episode.
Competition and differentiation strategy
Platforms like Peacock and Tubi have already begun to incorporate similar vertical video experiences, showing that the competition for user attention is now also moving into the streaming ecosystem. However, Netflix seems to be choosing a more cautious strategy.
As Netflix's Chief Product and Technology Officer, Elizabeth Stone, has emphasized, the company is not looking to become a TikTok clone. Instead, it is focusing on what it considers "moments of truth" for the user, that is, small but meaningful experiences that lead to actual viewing of content rather than simple browsing.
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The next day of streaming
“Clips” is a clear indication that the future of streaming is no longer limited to passive viewing of content. Instead, it is moving towards a more dynamic model, where discovery, personalization, and speed of consumption play a decisive role.
As users become increasingly accustomed to short, algorithmically selected experiences, Netflix is attempting to position itself at the center of this change, transforming its app into not just a viewing platform, but a tool for continuous entertainment discovery.
