Netflix revamps mobile app with Clips ‘highlight reel’ as it takes on TikTok

Netflix’s Clips user interface

Netflix has added a vertical video feed to its mobile app to allow subscribers to watch clips from its library of film and TV as it seeks to challenge TikTok and YouTube in the shortform space.

The streaming giant is describing Clips as a personalised highlight reel that helps viewers decide what to watch or play next “without endless scrolling.”

Viewers will see short clips from series, films and specials tailored to their tastes, with the option to add titles from the feed to their watch-next list or recommend them to friends via social media.

The update to the mobile app has been made in the US, UK, Australia, Canada, India, Malaysia, Pakistan, Philippines and South Africa, and will roll out to the rest of the world in the coming months.

In future, Netflix said it will expand Clips to include podcasts, live programming and collections based on genres, including romance or specific interests.

The streamer said its goal is to create “a truly great entertainment experience on your phone, for every way you like to watch, listen and play” as more and more people use their mobiles as their primary entertainment destination.

Smartphones are now the first-choice streaming device for 21% of US consumers and 15% of consumers across France, Germany, Spain and the UK, trailing only smart TV apps, which lead in both markets, according to research firm Omdia.

“Mobile is an important part of how Netflix members stay connected to the entertainment they love,” said Elizabeth Stone, Netflix’s chief product and technology officer.

“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.

“Our vision is to make our mobile experience as entertaining as what you watch, delivering increasingly personalised, immersive experiences for any mood or moment. This is just the beginning.”