Netflix isn’t content with being one of the primary destinations users go to for long-form content. The streaming giant now also wants to enter the ‘doom-scrolling’ era and adopt the video format popularized by the likes of TikTok, Instagram, and YouTube.
This doesn’t come as a surprise. The streaming giant has been testing the vertical video feed since last year at the very least. In addition to that, the platform also seems to be testing out using AI for content recommendations, which also shouldn’t come as a surprise.
Netflix might soon suggest shows based on your mood, not just genres
An AI feature that actually makes sense
The streaming giant confirmed the development in its Q1 2026 earnings call, via TechCrunch, indicating that the vertical video feed will launch with the Netflix app this month.
The feed will highlight clips of Netflix shows and movies to aid in discovery. If and when you see something you like, you’ll be able to tap the short-form video to watch the whole show or movie immediately. Alternatively, you’ll also have the option to add the show or movie to My List, or share it with your friends.
“We have been in personalization and recommendation for two decades, but we still see tremendous room to make it better by leveraging newer technologies,” said Netflix co-CEO Gregory Peters, all while highlighting the use of AI for content recommendation.
“Recommendation systems based on new model architectures not only improve current personalization but also let us iterate and improve more quickly—adding support for different content types much more efficiently,” he added.
The tech giant has also previously admitted to using GenAI to cut costs, which is now proving to be useful, at least from an investor standpoint.
Netflix reported a massive $12.25 billion in revenue for Q1 2026, a 16.2 percent jump year-over-year, with $5.28 billion of that being profit.
This comes after the streaming giant’s latest price hike, which was reported last month. Netflix’s cheapest plan now costs $8.99/mo, up from $7.99/mo.
