Amid the rapidly evolving mobile video ecosystem, YouTube, TikTok, and Instagram continue to firmly capture users’ attention. Faced with this trend centered on short-form video and social interaction, Netflix is rethinking the positioning and functionality of its mobile app. During its recently announced fourth-quarter earnings call, the company revealed that it is developing a brand-new mobile app and plans to expand the ways in which short-form video content is presented. This adjustment is not merely an interface update; it is also seen as a key strategy to promote Netflix’s latest original video podcasts.
Netflix will introduce an endless feed similar to TikTok to keep users engaged for longer
Netflix Co-CEO Greg Peters said the redesigned mobile app is expected to launch in late 2026, with the goal of enabling the platform to more effectively support business growth over the next decade. He emphasized that this redesign will serve as the foundation for long-term experimentation, allowing Netflix to continuously “iterate, test, evolve, and improve” the product experience. In other words, this is not a one-time UI update, but rather the starting point for a comprehensive overhaul of Netflix’s mobile strategy.
The core of this redesign is a deeper integration of vertical short-form video streaming. Starting in May 2025, Netflix began testing short-form video formats similar to TikTok and Instagram Reels, presenting clips from shows and movies through a quick-swipe interface. This format not only aligns with modern users’ viewing habits but also effectively increases time spent in the app. Peters also hinted that future short-form content will come not only from TV shows and movies but will also include new content formats, such as video podcasts.
Video podcasts are an area Netflix has been actively pursuing recently. For a long time, YouTube has been the primary platform for video podcasts, but Netflix clearly wants a piece of this market. This week, Netflix officially launched its first batch of original video podcasts, led by well-known hosts such as Pete Davidson and Michael Irvin. At the same time, the company has partnered with major podcast providers like Spotify and iHeartMedia to bring existing video podcast content to Netflix, thereby expanding the platform’s content diversity.
These moves reflect Netflix’s efforts to make content discovery and everyday interactions more akin to the experience on social media platforms. Nevertheless, Netflix is careful to avoid giving the impression that it is imitating TikTok. In TechCrunch At the Disrupt 2025 conference, Netflix CTO Elizabeth Stone emphasized that the company does not intend to become a short-form video platform, but rather hopes to make it easier for users to find the entertainment content they enjoy through mobile-first design.
During the earnings call, Ted Sarandos, another co-CEO, also discussed how the competitive landscape of the streaming industry is rapidly changing. He noted that competition today is no longer limited to streaming platforms but spans the entire entertainment industry. Creators, audience attention, advertising budgets, and subscription revenue have all become fiercely contested battlegrounds. He described the situation as follows: “The definition of television has completely changed. The Oscars and the NFL are on YouTube, Apple is competing for the Emmys and the Oscars, and Instagram has also entered the fray.” These examples demonstrate that the boundaries of entertainment content are blurring across the board.
Sarandos also mentioned that Netflix is adjusting its film strategy. The company has recently adopted a more flexible approach to theatrical releases and is preparing to acquire Warner Bros., indicating that Netflix is open to a hybrid distribution model. As the lines between film, streaming, and social media content continue to blur, Netflix clearly aims to expand its presence across multiple sectors simultaneously. From a financial perspective, Netflix generated $45.2 billion in revenue in 2025, with advertising revenue exceeding $1.5 billion, indicating that the advertising business has become a key growth driver. In addition, paid subscriptions surpassed 325 million in the fourth quarter, marking a new milestone. Overall, Netflix is repositioning itself for the next decade of competition in the video and entertainment industry. Through short-form videos, video podcasts, a mobile redesign, and a cross-platform content strategy, Netflix is not only keeping up with trends but also attempting to redefine how users discover and consume entertainment content on mobile devices.
Source: KOCPC Chinese