Netflix joins the attention war with new 'Clips' feature

Netflix is stepping deeper into mobile-first behaviour with the launch of Clips, a new vertical video feed designed to make content discovery faster, more intuitive and more aligned with how users already consume media on their phones.

Rolling out across markets including Malaysia, the feature marks a notable shift in how the streaming giant is approaching discovery, borrowing cues from the short-form, scrollable formats popularised by platforms such as TikTok and Instagram.

These updates are currently available starting 1 May in the US, the UK, Australia, Canada, India, Malaysia, Pakistan, the Philippines and South Africa, and will roll out to the rest of the world in the months to come.

At its core, Clips functions as a personalised highlight reel, serving up short, vertical snippets from films, series and specials tailored to individual user preferences. The idea is simple: instead of browsing endlessly through titles, users can quickly sample moments, decide what resonates, and move seamlessly into full viewing.

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The move reflects a broader shift in content consumption habits, where audiences increasingly gravitate towards quick, snackable formats, especially during “in-between” moments such as commuting or waiting in line. By introducing a scrollable feed, Netflix is effectively building a more social-platform-like layer into its ecosystem, one that prioritises immediacy, visual storytelling and low-friction engagement.

But unlike traditional social platforms, the end goal here is not just engagement, but conversion. Each clip is designed to drive action, whether that means adding a title to “My List”, sharing it with friends, or jumping directly into the full content experience.

Users can save titles directly from the feed, share clips via messaging or social platforms, and explore personalised recommendations, all within the same interface. In doing so, Netflix is collapsing the discovery-to-decision journey into a single, fluid interaction.

The introduction of Clips also signals how streaming platforms are increasingly borrowing from social media mechanics, not just in format, but in behaviour design. The vertical feed, algorithmic personalisation and shareability mirror the dynamics that have made short-form video dominant, suggesting that the future of streaming may look less like static catalogues and more like dynamic, continuously refreshed feeds.

Beyond films and series, Netflix has indicated that Clips will evolve further to include podcasts, live programming and curated collections based on genres or interests, expanding its role from a passive viewing platform into a more interactive discovery engine.

“Mobile is an important part of how Netflix members stay connected to the entertainment they love,” said Elizabeth Stone, chief product and technology officer at Netflix. “With our enhanced navigation and Clips, our new vertical video feed, we’re building on past learnings to deliver an experience designed for the way members want to enjoy Netflix on their phones, for the moments in between, to discover a new title, or a quick laugh.”

The feature is part of a broader mobile redesign focused on simplifying navigation and making the experience more visual and immersive. It follows Netflix’s recent overhaul of its TV interface, signalling a continued push to refine user experience across devices.

With Clips, Netflix is not just introducing a new feature, it is testing a new yet proven mode of engagement, one that sits at the intersection of streaming and social media, suggesting that even long-form storytelling platforms are adapting to a world where discovery begins with the scroll.

At the beginning of 2026, Netflix invited viewers to see what 2026 has in store, and which shows might dominate their watch lists, through a playful digital experience.

The "Netflix tarot" formed part of the streaming giant’s "Discover your future" campaign where users are guided through a personalised tarot reading that pairs life fortunes with Netflix content. Participants begin by choosing one of three decks and answering three questions about where they want to invest their energy this year, from career and love to bold adventures or personal goals.

Each reading revealed three cards, offering a fortune for 2026 alongside a Netflix movie or series that mirrors that path. Archetypes such as "The treasure hunter" or "The wild card" added another layer of playful insight, while eagle-eyed tarot fans can spot classic Arcana symbols and custom icons referencing Netflix titles.

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