Netflix opens in vertical format for mobile. Is Duanju in the crosshairs?

On May 7, 2025, Netflix officially announced the launch of a vertical feed of short clips on its iOS and Android mobile apps. Presented as a dedicated tab within the app, this format allows users to quickly scroll through personalized clips.

Simply called Short Videos , this feed appears as a vertical thread. Each short video is taken from movies and series in the Netflix catalog, with options to watch the full episode or movie, save it, or share it.

Netflix aims to capture attention by replicating the effectiveness of infinite browsing found on social media platforms like TikTok, Instagram, and YouTube Shorts , while integrating it into a premium streaming framework.

Back in 2021, the platform experimented with a vertical feed dedicated to comedy clips, followed by another for children's content. These previous experiments were called Fast Laughs for comedy content, and Kids Clips for children's content. These experiments were limited to specific categories. The new test is much more comprehensive, addressing all genres in the catalog.

The launch of this mobile vertical stream of short videos represents a coherent strategic move. This mobile-first format is fast, emotional, and optimized for mobile screens.

This is a first step that could lead the streaming giant to begin its direct involvement in mobile fiction. Watch this space. Content choices, investment, and audience returns will determine whether Netflix becomes a new player in the format. Results in terms of retention and engagement will also be decisive.

Sources:

• Netflix , March 3, 2021

• TechCrunch , March 3, 2021

• Netflix , May 7, 2025

• TechCrunch , May 7, 2025

• Fast Company , May 7, 2025

• Free News , May 9, 2025